British Airways takes top spot in Olympic campaign

Survey reveals which brands were most memorable and most associated with the Games. British Airways has been named as the winner in the battle for memorable Olympic campaigns.

A PR Week/OnePoll survey of the public this week revealed that the airline's activities, which included a 'Don't Fly' advertising campaign, were cited by 16 per cent of respondents as having the most impact.

EDF came second with 14 per cent, while Adidas - whose 'Take the Stage' integrated campaign featured pictures of athletes in unconventional poses - was ranked third with 12 per cent.

Adidas retained its crown as the brand most associated with the Games, with a quarter ranking it top. This was an increase of four per cent on its position in PRWeek's pre-Games survey.

However, the Government's post-Olympics plans fared less well.

Fifty-one per cent said they did not trust the Government to bring about a legacy of sport - a key shift in PR strategy after the Games - compared with 26 per cent who did.

Paralympics broadcaster Channel 4 has a tough act to follow after 78 per cent of people said the BBC's coverage of the Games was 'good' or 'very good'.

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