British Airways chooses Cake to promote London 2012 Olympics sponsorship

British Airways has become the latest brand to hire PR support to promote spon­sorship of the London 2012 Olympic Games.

Flying the flag: athlete Denise Lewis
Flying the flag: athlete Denise Lewis

The airline has chosen Cake to handle PR activity around its status as official airline partner of the London 2012 Games. Cake will act on a project basis to support the consumer PR activity.

The agency will work with the in-house team to develop consumer PR activity and ensure continued press coverage across both traditional press and online media. The role includes publicising initiatives that aim to ‘identify and support the best of British talent’, which will be unveiled in the coming months.

The news follows Procter & Gamble’s appointment of Hill & Knowlton to handle its Olympic sponsorship activation programme in the UK.

P&G holds the rights to market more than 50 brands at the London 2012 Olympic Games. These brands will sponsor athletes and national teams in the build-up to the Games.

Meanwhile, Weber Shandwick has launched an ‘Olympics marketing’ offering, aimed specifically at providing brands with comms around their sponsorship of the 2012 Games. Clients include EDF, which is a tier-one sponsor.

WS’ offering, launched last month, includes strategic comms planning, brand marketing, sponsorship activation, digital comms and event management.

Cake’s head of PR Michele Charles said: ‘The challenge for brands in the run-up to 2012 will be about how they can cut through editorially when so many other sponsor messages are out there.’

BA’s website outlines the ‘Great Britons’ campaign, which is part of its 2012 sponsorship, to be relaunched next January.

This includes a competition to encourage people to spend time with an icon of their industry. Cake was appointed following a competitive pitch process.

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