McCann Bristol was challenged to showcase archery as a modern and professional sport, and drive participation and membership of Archery GB. The truth uncovered was that, in a world focused on football news, minority sports struggle to find their voice. We reported competition successes with press releases issued for elite team selections and medal wins, focusing on the regional media to grow home support. Press office management throughout the year built Archery GB’s reputation as a world-class governing body. And annual initiatives such as the Big Weekend grassroots event and the National Series Final tournament were supported with pre and post-event coverage to drive attendance.
But we didn’t stop there. We also supported world-class initiatives during the 2016 Olympic year, such as the European Archery Championships held in Nottingham, and promoted the Olympic and Paralympic team with pre-event profiling. The campaign won the ‘Arts, Culture or Sport Campaign’ category at the CIPR South of England and Channel Islands PRide Awards.