I SUSPECT MANY Olympic sponsors planned less activity over the last few weeks due to anticipated Euro 2012 sponsor activity, which never materialised.
Now, with only a month to go until London 2012 kicks off, sponsors must ramp up their activity as, in my opinion, there is yet to be a stand out campaign. The 30 days to go 100 metres sprint final starts now.
The British Airways’ ‘Don't Fly’ campaign breaks cover. This is a significant step change from its previous 'Great Britons' sponsorship activation. This new creative and its above the line angle could well turn out to be the campaign of London 2012.
It is a bold statement for an airline to encourage people to stay at home and it is critical that the campaign gets the positive 'support Team GB' and 'ensure home advantage' messaging of the campaign across. It has done this cleverly by using the #HomeAdvantage Twitter hash tag and considerable media support.
It really demonstrates BA’s commitment to the sponsorship and shows they are supporting Team GB properly. In addition, it's a very brave and creative 'anti' brand message that grabs the attention of the public.
The only downside is that BA should perhaps have used it earlier and really got behind the campaign through extensive advertising, PR, event and experiential. In that respect it’s a shame because the nation could have embraced it more and really made it their campaign theme – and maybe even the campaign of this year’s Olympic Games.
British Airways has gone from a standard airline to 'proud to serve' in less time than it takes Bolt to win Gold. I just wish it had been a marathon and decathlon combined, not just an above the line sprint.
Regardless, sponsorship gold may still await for the London 2012 Tier 1 partner.
By Rupert Pratt, MD of Generate Sponsorship
Follow Rupert of Twitter: @RupertPratt