Celebrating one of the UK’s biggest years of sport, the Sainsbury’s Sport Relief Mile is back with a host of famous faces from the world of sport and entertainment to help the nation go the extra mile.

To get the entire country together and proactive, Sport Relief has embarked on a number of partnerships, marketing and media campaigns to unify the inhabitants of the UK.

As one of the appointed agencies, Sport Relief collaborates with strategic experiential marketing specialist, Blazinstar Experiential to encourage sign-ups and raise cash to help change the lives of vulnerable people across the UK and the world’s poorest countries.

Sport Relief will reach out to families, across six high footfall shopping centres with brand ambassadors communicating key messages to the target audience and encouraging them to sign up to one of the flagship Mile Events.

The Sainsbury’s Sport Relief Mile sign-up experience can easily be spotted by a skilled pair of performers inspired by the main Sport Relief adverts. A Panto Horse and Milo would be featured alongside the installation increasing customer interactions with the brand.

Dave Williams, senior account manager from Blazinstar Experiential, says: “Our tactic is awareness led, trying to encourage a family involvement targeting parents in shopping centres, encouraging them to sign the whole family up to Sainsbury’s Sport Relief Mile.

“The campaign is a great opportunity for Blazinstar Experiential to support the high profile charity, and we are proud to be involved in raising awareness of the Sainsbury’s Sport Relief Mile through an Experiential Marketing strategy, and translating the messaging across the UK to encourage participation.”