We’ve kicked-off our work with the lovely folk over at Channel 4 announcing some wholeheartedly positive news.
That news being the first fully disabled presenting line-up for any Paralympic event across the globe.
As the exclusive live rights holders to the event, Channel 4 needed to make a splash ahead of time to drive tune-in that felt genuine, leaving media no choice but to get behind it, regardless of what was going on elsewhere.
We announced the line-up securing top tier media from the likes of The Guardian, Daily Mail, METRO, The Sun and Evening Standard amongst others. With every article pointing to the launch date and on-air time on the channel.
With our big news hook landed, we then had seven presenters with interview time, just before they boarded the plane for Beijing.
From Ade Adepitan and Billy Monger, to Lauren Steadman and Ellie Robinson, we hit the lifestyle and sofa shows hard.
Securing two separate hits on GMB with two separate presenters was one thing, but add to that separate appearances on Lorraine, The Jeremy Vine Show, BBC Radio 4 Woman’s Hour, TalkSport, BBC Radio 2 and Steph’s Packed Lunch, we made sure our presenters couldn’t be missed.
Hosting further interviews with The I, The Times, The Guardian and METRO meant the whole campaign hit just shy of 200 pieces of coverage and we can say we can left no stone unturned to let the UK know that the only place you could watch the Winter Paralympics was on Channel 4.