British Triathlon has partnered with The Playbook to continue the momentum from the 2016 Rio Olympics and get more people involved in the sport.
British Triathlon was one of the most successful teams of the Games notching up seven medals, including the gold and silver haul from the Brownlee brothers.
The Playbook has been briefed to build on this success by delivering a new strategic recruitment campaign, which will include content development, a digital influencer programme and partner activations.
Its campaign will launch before Christmas, with a focus on recruiting both new triathletes and converting those who already have a relationship with the sport.
The membership campaign will kick off with a piece of video content, featuring a range of triathletes, from elite Olympians to age group participants and amateur tri and para athletes.
Jo Simpson, commercial director for British Traithlon, said: “As soon as we started talking with The Playbook it was clear that it understood our objectives. It approached the brief with a strong focus on insight and creativity resulting in a campaign that we’re really excited to get started on.”
Eddie May, MD of The Playbook, added: “We were all very excited to see such a strong showing from British Triathlon’s elite athletes out in Rio and now there is a clear opportunity to engage the wider triathlon family to make sure that momentum is not lost.
“We always want to inspire positive behaviour change and get people active. Working alongside British Triathlon we have a great opportunity to do that with this sport.”