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Launching GB Wheelchair Rugby’s “28 x 28”

We partnered with GBWR to launch their “28 x 28” fundraising campaign through a press office approach that included proactively pitching the launch announcement, arranging exclusive interviews and pitching human interest stories involving the athletes.

Launching GB Wheelchair Rugby’s “28 x 28”

The
Brief

We worked with GB Wheelchair Rugby to support the launch of GB Wheelchair Rugby’s “28 x 28” fundraising campaign which aimed to onboard 28 partners before LA 2028.

GBWR wanted to make as much noise as possible to drive awareness with commercial partners.

The
Solution

/ PR

/ Content

A three-stage process was undertaken within the press office approach that involved:

Press release distribution to announce the new initiative, tailored to relevant media outlets.
Interviews and exclusives offered to key National and Sports business media outlets.
Human interest stories told through the athletes themselves, via interviews and broadcast media.

In addition to the press office function, excitement was also built via content production – producing short and longer edits for web and social.