Dreams renews partnership with Team GB and Paralympics GB with new campaign
Bed retailer Dreams has extended its partnership with Team GB and Paralympics GB to enable it to retain its title as the Official Sleep Partner ahead of the Beijing 2022 Winter Olympic and Paralympic Winter Games.
In the week leading up to the opening ceremony, the retailer is launching a new television campaign that features three new Dreams ambassadors. These include Katie Ormerod (Beijing 2022 Olympian, snowboarding), Lamin Deen (two-time Olympian, bobsleigh) and Millie Knight (ParalympicsGB medallist, para alpine skiing).
Dreams said the advert will focus on the importance of sleep to athletes’ preparation and will include short clips of Team GB and Paralympics GB athletes in training as well as sleeping. In addition, the ‘Sleep Matters’ advert will feature the ‘Dream Team’ mattress range that was created as a result of the original partnership,
The retailer will also be sponsoring the Eurosport broadcast coverage of the games. This will include entertaining idents filmed by the athletes themselves.
Dreams said the campaign will reach 72% of all adults at least four times. It will also feature across the Eurosport website as well as in YouTube, Facebook and Instagram posts.
The renewal builds on the success of Dreams’ partnership during the Tokyo Olympics. Following its launch in 2019, the ‘Dream Team’ range now accounts for 37% of Dreams’ mattress sales volume.
Jonathan Hirst, chief executive of at Dreams, said: “We’re delighted to continue our role as Team GB and Paralympics GB’s Official Sleep Partner. As the UK’s most recommended bed retailer, we have the knowledge and expertise to help the nation sleep better.
“We know just how seriously Team GB and Paralympics GB athletes take their sleep, and so we’re very proud to continue supporting their rest and recovery throughout the Beijing 2022 Winter Olympic and Paralympic Winter Games.
“We wish the best of luck to every GB athlete heading to Beijing – we’ll be cheering them on from back home, even when it means adjusting our own sleep routine around the time difference!”