British Gas

The Challenge

Position British Gas at the heart of swimming to
increase brand affinity and increase consumer
awareness among key target audiences.


TVC is lead agency across all PR activation to amplify
the British Gas swimming sponsorship (covering elite
and grass roots).

Campaigns include:

  • 3 Free Swims
  • Pools 4 Schools
  • The Great Swim Series with Jodie Kidd
  • Activation of the elite team
  • The Big Dip
What we did
  • Strategy
  • Media events and consumer launches
  • Content creation and distribution
  • Outside broadcasts
  • Photography
  • Media relations programme

TVC’s creative approach led to a change in the media attitude to swimming, which was reflected by the
increased prominence and value of coverage across
all media.

Over 100,000+ people signed up for a free swim.

Entries for the Great Swim Series increased from
10,000 in 2009 to 22,000 in 2011.

Pools 4 Schools taught over 30,000 children to swim.

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