GB Park & Pipe - Radical Gains / Project PY2018

In 2014, GB Park & Pipe Performance Manager Lesley McKenna approached us with an idea.

Would we be interested in helping her create an entirely new content and communication strategy for the team that would help tell the unique story of action sports progression? That would influence the media, potential commercial partners and stakeholders such as UK Sport, AND support potential medal-winners like Billy Morgan in the lead up to the next Games in Korea?

Would we ever. It was the start of a four-year project that took in content, social media and PR outreach and saw us utilise every bit of our long accumulated experience.

At its heart was a strategy we created with Lesley that was designed to sell the whole concept in one easy-to-understand package: Radical Gains. It was a simple narrative that nodded to the well-known ‘marginal gains’ protocol to help explain GB Park & Pipe’s ethos and coaching goals to a mainstream audience, while staying true to the core values of the sport.

Next, we created and executed a content, social media and PR comms plan to deliver the message, help build the profile of the team and bring in much needed extra revenue through key partners such as Hertz.

A brilliant project with a once-in-a-lifetime KPI, as we proudly witnessed Izzy Atkin and Billy Morgan stand atop the podium.