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Olympic-sized sponsorship

Creating an activation strategy to generate a clearer understanding of Westfield’s London Olympics sponsorship and bring the spirit of 2012 into the community where it could be enjoyed by everyone.


Although Westfield was a recognised partner of the London Olympic Games, it was experiencing difficulty bringing that partnership to life at its sites outside of the capital. With indications that, across the country, the ‘Olympic spirit’ was starting to generate its expected buzz, we defined the need for a speedy strategy that would divert this excitement towards Westfield’s shopping centres.


The first step was to engage a Team GB medal contender. We leveraged a deal with long jumper Greg Rutherford, inviting him to showcase his skills at special events within Westfield centres across the country. Long jump pits were installed and sporting masterclasses were hosted by Greg and British sporting legend, Colin Jackson. Local schools and athletics clubs were invited to take part and, to maximise impact, the events were timed to coincide with the arrival of the Olympic torch in each area.

As part of the social media engagement plan, live Q&A sessions with autograph and ‘selfie’ opportunities were scheduled at each event.



people per centre per day increase on like-for-like visitor figures –delivering a significant boost in spend within the centres

Radio 5, Sky News...

huge media interest, with national media in attendance, along with key local TV, radio and print

1 Olympic Gold

OK, so Greg Rutherford won that. But it was our faith and foresight that secured his follow-up appearances to say ‘Thank you’ to Westfield customers

Being alive to...

…what it would take to activate Westfield’s partnership with the 2012 Olympics in a way that would maximise impact beyond London, so that other Westfield centres across the country could enjoy the halo effect.

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