As the official airline partner of the London 2012 Games, British Airways launched Great Britons, a programme to help and inspire people in the UK to be the best they can be.

Created by Synergy, the programme looks for individuals who demonstrate the values associated with Olympic and Paralympic Games and who strive to be the best, whether their passion is in sport, music, fashion, performing arts, art and design, innovation, or community.

By offering hundreds of free flights BA will enable budding talent to realise their dreams, whether they are the next Mark Ronson on the road to the Miami Music Conference, the future Sam Mendes planning a trip to the Cannes Film Festival, or even a local cricket team looking to train abroad.

To launch its Great Britons programme, BA named a plane after Sir Chris Hoy. The photo shoot, managed by Synergy, reached seven million consumers via 15 pieces of coverage, and in two days there were over 2,500 visits to www.ba.com/greatbritons.