Product category:
Integrated marketing
News Release from: WAX Communications
Edited by the Marketingservicestalk Editorial
Team on 11 February 2008
Sainsbury's Active Kids grows bigger and
better
WAX has added a range of exciting developments to the Active Sports initiative including the opportunity to redeem vouchers for tickets to live sports events and a new focus on citizenship.
The new style Active Kids 08 (AK08), which launches on 14 February, also goes global for the first time offering participants the opportunity to collect vouchers for packs of sports equipment to donate to schools in developing countries Schools/Scouts and Guides groups can also donate vouchers to an Active Kids fund where schools participating in the Youth Sport Trust's TOP Programmes can apply to the fund for a TOP Activity Pack
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
Related stories
Brand activation agency appoints top team
The Marketing Store is making a string of appointments and promotions to support the agency's expansion
Andrea Morris joins expanding digital team
Design-led through-the-line marketing agency Avian has hired Andrea Morris as a digital producer as part of the continued expansion of its digital division.
Also new this year is the opportunity to attend PGL multi-activity day camps and Active Kids has added hundreds of new activity initiatives and items of cooking equipment to the range.
The Active Kids website has also been refreshed to offer a highly user-friendly experience and provide facilities such as a forum and easier ways to browse the online catalogue and create an order.
The new-look Welcome Packs, designed and created by WAX, will arrive at schools and youth groups at the end of January and for the first time include a one in three chance for those participating to instantly win a major prize.
Further reading
Marketing Store gains prestigious Star Status
Leading global brand activation agency The Marketing Store has been awarded prestigious Star Status within the Best Companies Accreditation Scheme.
Brand activation agency picks global chief
The Marketing Store has appointed David Bender as the agency's new chief executive officer, replacing Graham Kemp who retired at the beginning of the year.
UEFA picks Marketing Store as official supplier
UEFA has appointed global brand activation agency The Marketing Store as the Preferred Premium Supplier for the UEFA EUROTOP.
These include: a visit from Olympic Gold medallist Dame Kelly Holmes, who will once again be involved with the scheme this year; Active Kids make-over for nurseries worth 25,000 AK vouchers; three adventure courses/camps (PGL) for schools; one of 10 signed Guinness Premiership rugby shirts; thousands of 100 Active Kids vouchers.
This year's scheme aims to engage even more teenagers.
With this in mind, WAX has produced a bespoke catalogue which features equipment and active experiences to appeal to this specific target.
Schools and groups will be able to use vouchers for tickets to see their rugby, netball and basketball heroes in action or to exchange for dance, fitness and martial arts training at their own venues from local coaches.
The live match tickets on offer are the result of new partnerships between Sainsbury's and the Rugby Football Union, Premier Rugby and England Netball, England Basketball.
These augment Active Kids' existing partnerships with a range of organisations including Youth Sport Trust, Girlguiding UK, The Scout Association, Mend (Mind, Exercise and Nutrition, Do it), PGL, The English Schools Athletic Association, The British Nutrition Association and The Design and Technology Association.
Lucy Lambert of WAX Communications said: "Active Kids is now in its fourth year and continues to go from strength to strength - it has grabbed the imagination of everybody, from the organisations and individuals who make it happen, the schools and groups who join it, the parents who collect the vouchers and the kids who get to try new active equipment and experiences.
"In short it's an all-round success and, with this year's refreshed look and feel and new redemption opportunities, the scheme promises to deliver even more".
Robert Crumbie of Sainsbury's said: "Every year we're amazed by the success of this scheme - in year one the public raised a fantastic GBP17m worth of equipment and experiences.
"In year two, they took it to an incredible GBP34 million.
"And last year they smashed this, taking it to GBP52 million.
"Active Kids has really come of age: it's bursting with ideas and inspiration for all ages, abilities and interests and we're delighted with its amazing development".
• WAX Communications: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
