Sainsbury’s Sport Relief Games 2016

Sainsbury’s Sport Relief Games with British Airways – #FLYINGSTART

Flying Start is the charity partnership between British Airways and Sport Relief, which raises money to help children living incredibly tough lives in the UK and around the world. The airline provided an immersive Aircraft Experience for all the family to enjoy at the Queen Elizabeth Park for the climax of the Sport Relief Games 2016.

The Aircraft Experience was part of large entertainment and activity area at the heart of the Queen Elizabeth Park, which featured a number of installations from FITBIT, Sainsbury and Sure, plus live music and group exercise classes. The BA experience was set out to introduce the family audience to the BA Community Learning Program and allowed visitors to interact and engage with BA through the concept of dress up, role-play, arts and crafts and a photo moment to capture and amplify the experience. The photo moment we created for British Airways came at the end of the Aircraft Experience and was an opportunity for the family to view a life-size flight deck and have their picture taken with BA pilots. For more information on the photography experience created for BA you can read about it on The Social Picture. To ensure there was activity on social media throughout the day British Airways sponsored a hashtag printing station to capture photos uploaded to Twitter and Instagram with #flyingstart. See the case study and photos below

As a continued effort to raise money for Sport Relief, British Airways staffs have been pitching their own fundraising campaigns and encouraging customers on board all BA flights are encouraged to donate any spare change they have via a donation envelope in the seatback pocket.

Tens of thousands of people ran, swam or cycled at the Sainsbury Sport Relief Games 2016 with over 1,000 events that took place up and down the country from Friday 18th to Sunday 20th March. Famous faces from the world of entertainment and sport were out in force, from Eastenders star Danny Dyer to 2015 Strictly Come Dancing Winner Jay McGuiness and Olympian James Cracknell to Call the Midwife’s Laura Main and gold medal-winning Olympian Sally Gunnell. Comedian Jo Brand was also in attendance at the Queen Elizabeth Park in London, having only just returned from a gruelling Sport Relief Challenge: Jo Brand’s Hell of a Walk which has raised £1,159,220 for Sport Relief. Sport Relief 2016 has a raised a whopping £56,984,007 so far. Donate today.


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