This press release originally appeared in PR Week

Mischief has been assigned to execute an integrated plan to “plant Team GB” into the national consciousness ahead of the Paris Olympic Games next summer.

Mischief will help raise the profile and tell the stories of the British Olympic team – hoping to create hype ahead of the Games and increase the nation’s passion for Team GB ‘beyond the back pages’.

The full-service comms programme will include creative campaigns around milestone moments, talent amplification, fan engagement, data capture, social media and press office support.

Charlotte Brooks, managing director of Mischief, said: “When we talk about passion-powered comms, it is a commitment to targeting consumers via the things they love. We know Team GB is a sporting entity the public falls in love with, so our goal is to ensure the love affair lives beyond the weeks of Olympic competition.

“Whatever your age, race, sex or religion – there is someone in Team GB that you can relate to. The athletes are everyday people with extraordinary talent and we cannot wait to use their unique blend of personality and performance to deliver creative gold.”

Discussing the pitch process, Carly Hodgson, head of marketing at Team GB, said Mischief presented “huge creative energy and the camaraderie between them was clear, as was their attention to detail”.

She added: “We were immediately excited by the thought of delivering the campaign they presented, given our aim to engage existing fans while targeting new ones.”

Mischief’s Team GB win adds to a host of sports partnership credentials for the agency. Within the past year, it has delivered Champions League and Women’s World Cup activations for Just Eat, women’s football sponsorship work for Lego, and The Hundred competition for the ECB (England and Wales Cricket Board).