Celebrating one of the UK’s biggest years of sport, the
Sainsbury’s Sport Relief Mile is back and fast approaching. To get the entire
country together and proactive, Sport Relief has embarked on a number of
partnerships, including collaborating with strategic experiential marketing specialist,
Blazinstar Experiential to encourage sign-ups and raise cash to help change the
lives of vulnerable people across the UK and the world’s poorest countries.
Sport Relief brand ambassadors will reach out to families
across six high footfall shopping centres, communicating key messages to the
target audience and encouraging them to get involved and sign up to one of the
flagship Sport Relief Mile Events, no matter how fit they are.
A skilled pair of performers will also help to ensure the
Sainsbury’s Sport Relief Mile sign-up experience can easily be spotted. Inspired
by the main Sport Relief adverts, a Panto Horse and Milo will be featured
alongside the installation, adding the fun element into the mix and most of all
increasing customer interactions with the brand.
Dave Williams, Senior Account Manager from Blazinstar
Experiential says “Our tactic is
awareness led, trying to encourage a family involvement targeting parents in
shopping centres, encouraging them to sign the whole family up to Sainsbury’s
Sport Relief Mile. The campaign is a great opportunity for Blazinstar
Experiential to support the high profile charity, and we are proud to be
involved in raising awareness of the Sainsbury’s Sport Relief Mile through an
Experiential Marketing strategy, and translating the messaging across the UK to
encourage participation’’.
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