Links of London

The Challenge

To drive sales of the Links of London Team GB band
and promote it as the "must have" item to show your
support for London 2012.


Links of London - Genuine Belief.

What We Did
  • Created the "Genuine Belief" concept. 'Genuine Belief
    is the belief in yourself and others to provide success.
    Wear this band to show your genuine belief and
    support in Team GB'
  • Built a seeding and gifting strategy to increase hype
    around the launch of the band
  • Commissioned research to strengthen the concept
    of what Genuine Belief is and how it affects success
  • Managed Links of London ambassadors' appearances

TVC's Genuine Belief campaign reached an
audience of over 100 million people.

Sales of the Links of London Olympic Collection
doubled in the week of the Genuine Belief PR

23 pieces of TV coverage including; BBC1,
ITV News, Sky Sports News, CNN and Daybreak.

18 pieces of print coverage including; The Times,
Evening Standard, Shortlist, The Sun, Daily Mirror
and City AM.

29 Pieces of online coverage including; Men's Health,
BBC online, Capital FM online, The Guardian online
and Swim News.

Campaign tweets from: Stephen Fry, Tom Felton,
Heat Magazine, Craig David and athletes likely to
make it into the British Olympic team.

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