Ordnance Survey’s GetOutside initiative has won UKactive’s first Campaign of the Year award 2018
Taking place at UKactive’s Active Uprising conference in Manchester, OS was presented with its award in front of a crowd of over 800 guests by star hosts, former Paralympian Baroness Tanni Grey-Thompson and former Olympian and sports scientist Greg Whyte OBE. The awards span the breadth of the sports and physical activity landscape and honour those who promote the importance of getting more people, more active, more often.
Liz Beverley, GetOutside marketing manager, at Ordnance Survey, said: “We’re thrilled to have won this award. It’s great to see the initiative get the industry-wide recognition it deserves. It epitomises our values at OS, to help more people to get outside more often and do more in the British outdoors. GetOutside aims to demonstrate how easy it is to enjoy outdoor activities, no matter where you are in the UK.”
GetOutside has already seen a 669 per cent increase in website visits in the past year. Every month, the campaign hashtag is now used by over 3.6 million people and the initiative has been engaged with by over 25 partners including Sport England, the Forestry Commission and the National Trust. The initiative is supported by 60 GetOutside champions who all share a passion for the outdoors; champions include broadcaster, traveller and adventurer Ben Fogle, adventurer and speaker Kenton Cool, extreme endurance athlete Sean Conway and paralympian, Mel Nichols.
OS worked with global sports marketing agency, Brandwave on the campaign. This included turning the existing hashtag into a national initiative and introducing partners such as Salomon Running.
Oliver Robinson, account director at Brandwave, said: “With such a tough line up in this category, we’re incredibly proud to have been part of this award-winning campaign. It’s projects like this that remind us why we work in this sector. It’s brilliant to see this campaign unifying the whole outdoor industry, who are now working together to enforce positive behavioural change.
Each of the award finalists underwent an independent assessment process designed to select the best in each category from hundreds of entrants. Several stages of evaluation took place, including customer insight surveys, mystery calls, visits and a ‘Judge’s House’ assessment day.