Run to London with Olympian Usain Bolt

Usain Bolt (center).
Courtesy of Digicel Group.
Courtesy of Digicel Group

Olympian Usain Bolt recently teamed with Digicel to launch a massive regional campaign inviting customers to be part of its television and press advertising campaign to promote the summer games in London and market their brand.

The campaign is a first for the company in the region and calls on customers to upload their running images to a specially-designed social network application.

The six-week campaign will feature Bolt surrounded by different faces of fans from across the region. The innovative advertising and marketing campaign allegedly symbolizes the idea of Caribbean people uniting behind Usain in his pursuit for glory at the Olympics this summer in London.

Customers willing to join the campaign are required to upload a photo of themself in the running position to the campaign’s Facebook app at

Contestants will have an opportunity to be featured in the ads alongside Bolt.

“What we want is people just taking pictures of themselves in all kinds of running shots from all across the Caribbean,” said Kieran Foley, Digicel Group marketing operations director.

“Just make sure you’re running and not in my pose! It’s going to be a great ad.”

To support the campaign, Bolt has recorded several messages calling on fans to join him in the run to London.

The video messages will be posted on all Digicel Facebook pages in the Caribbean and Central America.

“At Digicel, we are always looking for the most innovative ways for ways to engage our customers. As such, we are thrilled to be giving our customers this once in a lifetime opportunity to feature in an iconic ad campaign which is all about symbolizing the Caribbean people’s unity in ‘The Run to London.’

“A first for Digicel, we are calling on fans from all across the region – from every walk of life – to upload their photos and be in with a chance to be part of this unique experience. In addition, customers who send in their photos are also in with a chance to win prizes from Digicel,” said Foley.

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