24 February saw Paralympics GB unveil an official out of home media tie-up with Ocean Outdoor ahead of the 4 March start of the Beijing 2022 Paralympic Winter Games led by a campaign titled ‘Impossible To Ignore’.
‘Impossible to Ignore’ seeks to harness the inspirational power of sport to break down barriers and challenge perceptions of disability.
The team’s ‘gold partnership’ (which will run through to December 2024) with the digital out of home (DOOH) media owner sees Ocean Outdoor becomes Paralympics GB’s first official out of home media partner. The top tier alliance began in late February with a high-profile, pre-games campaign to build buzz, awareness and anticipation in the days leading up to the Beijing Paralympic Winter Games.
The initial burst of work will run across 26 large format Ocean screens in six UK cities (London, Birmingham, Glasgow, Edinburgh, Bournemouth and Manchester).
The outdoor creative executions feature 25 athletes from ParalympicsGB athletes who will be competing in China with giant digital screens featuring imagery focused on celebratory moments coupled with athlete quotes in order to bring the public closer to the action and the team.
We're excited to be announced as a gold partner, and the first official out of home media partner, of @ParalympicsGB ahead of #Beijing2022 Paralympic Winter Games starting next week.
Find out more: https://t.co/G2mUFBH2pr #ImpossibleToIgnore pic.twitter.com/dhYC32kInL
— Ocean Outdoor (@OceanOutdoorUK) February 24, 2022
Once the Paralympics start, the campaign will switch to a second wave of work based around 10-second daily action and outcome updates, plus medal moments and good luck messages. This in-game phase will run from 4 to 13 March in London, Birmingham, Glasgow, Edinburgh, Manchester, Southampton and will deliver more than 6m impacts during that period.
The content was provided by ParalympicsGB’s in-house team and will focus on celebrating individual Paralympians on screens in and around their own home towns and cities.
“We are delighted to announce Ocean Outdoor as Gold Partner as this represents an incredible opportunity to showcase ParalympicsGB athletes to as wide an audience as possible, making sure that they are Impossible to Ignore throughout Beijing 2022 and beyond,” said ParalympicsGB Head Of Communications Paul Cox. “We know that by sharing their powerful performances and human stories we can help our athletes to champion change and look forward to leveraging Ocean’s impressive digital network to help inspire a more inclusive society for all disabled people.”
Ocean Outdoor head Of Content And Sponsorship Kevin Henry commented: “This new partnership with ParalympicsGB extends Ocean’s commitment to the Olympic and Paralympic movement and follows the success of our long-term partnership with Team GB. It is a natural progression as we look forward to Paris 2024 and beyond. Celebrating the extraordinary levels of determination, commitment and skill of Paralympic athletes on large format out of home across the UK once again highlights the power of DOOH as a broadcast medium.”
Comment
Paralympics GB is sending one of the largest teams in its history to Beijing where UK athletes will compete in alpine skiing, snowboarding, Nordic skiing (biathlon and cross-country) and wheelchair curling.
The team will aim to match the record success it enjoyed at PyeongChang 2018 where it won seven medals.
Leave a comment
You must be logged in to post a comment.