Continual innovation - a 30 year challenge

Sometimes the difficulty with working on hugely successful and longstanding campaigns is how to keep them growing and improving. With a 10 year history of working on the Royal Parks Half Marathon, 14 years working on the J.P. Morgan Corporate Challenge and a mammoth 30 years delivering the Swimathon campaign, Limelight Sports are no stranger to this conundrum.

Being the longest running of these, it can be quite daunting to come up with new and innovative ways to improve a much-loved national institution such as Swimathon. However, the recent boom in open water swimming has provided the perfect opportunity for us to work with The Swimathon Foundation to grow and develop the Swimathon brand into a new area of the sport.

Last weekend saw the culmination of over 2 years of discussion, refinement, research and a little more refinement (!) as we successfully launched the first ever Open Water Swimathon. With 12 fantastic and willing venues across the UK and 2 brilliant charity partners in Marie Curie and Cancer Research UK, Swimathon took the plunge (sorry, terrible pun…) and entered the slightly murkier waters of some of the UK’s most popular swimming lakes.

From Cumbria’s Lake Windermere to London’s Royal Docks, swimmers took on traditional Swimathon distance challenges (5k, 2.5k, 1.5k), raising money for brilliant causes in the process. Wetsuit clad swimmers took to the water in events delivered by local venue organisers, with Swimathon’s successful blend of fundraising and participation to the fore. For some it was the end of the open water season; for others a new challenge marking a stepping stone in their swimming journey. For all, another touchpoint with the Swimathon brand and its charity partners.

So Year 1 is complete and Open Water Swimathon is up and running. Where will it be in 30 years’ time? Who knows, but one thing is for sure, we will keep amending, refining and improving year on year to deliver the best for our clients and participants. And for Swimathon, we head into year 31 safe in the knowledge that insight and innovation remain right at the heart of everything we do.

For more information go to
Ian Hayne // Account Director