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SBD Global/July 3, 2012/Media

BBC Ramps Up Olympics Marketing Push With 'Stadium U.K.' Campaign

The BBC is "unveiling a marketing campaign to promote its coverage of the London 2012 Games," according to Sebastian Joseph of MARKETING WEEK. The "Stadium U.K." campaign launched Sunday with an "animated spot that features athletes training and competing in typically British backdrops" such as a BMX rider on a cliff and sprinters racing through a city street. The spot uses the strapline "Wherever you are. Never miss a moment with the BBC," and will span the corporation’s TV, radio and digital Olympic content (, 7/1). BRAND REPUBLIC's Matthew Chapman reported that the campaign features "a specially commissioned track" by rock band Elbow called First Steps. The song was recorded with the BBC Philharmonic Orchestra and the NovaVox gospel choir. The track will be available for download on July 27. All profits will go to charities BBC Children in Need and Sport Relief. Elbow has "waived all fees and royalties, and retailers have waived all profits" (, 7/1). BROADCAST NOW reported that BBC 2012 Marketing Head Louisa Fyans said that the challenge had been "to create a campaign reflecting the BBC's unique role" as the U.K.'s Olympic broadcaster and the scale of the Olympic Games. Fyans: "Animation enabled us to deliver to this brief and helped us create something really special for the BBC’s London 2012 campaign" (, 7/2).
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