SPORT CAMPAIGN: Golden opportunity for Skandia Team GBR

Skandia Team GBR is the team from which the British sailors competing in the Olympic and Paralympic classes are selected.

Olympic sailors posed nude in gold body paint
Olympic sailors posed nude in gold body paint

Campaign: Skandia Team GBR 'Golden Sailors' photoshoot
Client: Skandia Team GBR
PR Team: Pitch PR
Timescale: April 2008
Budget: Under £20,000

While sailing is Britain's most successful Olympic sport, it lacks the high profile of other sports.

As part of a wider campaign to raise the profile of Skandia Team GBR ahead of the Beijing Olympics, Pitch PR set up a photo shoot, funded by Skandia, in which five potential Olympic gold-winning sailors pose naked, painted in gold body paint.

OBJECTIVES
To draw attention to Skandia Team GBR with sensitively posed photographs. To ensure the correct messaging was used alongside the images - which were not to contain any branding - in order to give Skandia return on the shoot.

STRATEGY AND PLAN
The sailors, including Sydney gold medallist Iain Percy MBE, were photographed over two days at a studio in Brixton. They posed with and without Union Jack flags, and had personal 'mantras' painted on their backs.

The images were post-produced to create an image showing all five athletes grouped together.

Using TGI data, Pitch drew up a shortlist of suitable target media. The Mail on Sunday was identified as the best-fit publication, and Pitch secured an exclusive, double-page spread with the paper. The 'Golden Sailors' image was published alongside exclusive interviews with each of the athletes.

The main image, along with portraits, was subsequently syndicated to news and sports media.

MEASUREMENT AND EVALUATION
The image was also published in The Times, Daily Express, The Daily Telegraph and thelondonpaper, with additional coverage secured online and in regional press.

RESULTS
A weblink to www.skandiateamgbr.com as well as sponsor mentions in the text were negotiated in advance with the Mail on Sunday.

'Skandia Team GBR' was mentioned in conjunction with the images in all of the print media that ran the images.

A double-page exclusive was secured in key publication, the Mail on Sunday, and at least three other significant items of national coverage were subsequently secured.

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