Bpa Teams Up With Digital Agency Purple
The British Paralympic Association (BPA) has announced a new partnership with digital marketing agency Purple to develop digital output in the run-up to the 2014 Sochi and 2016 Rio Olympic Games.
Following a competitive tender, Purple’s first responsibility will be the redevelopment of the Deloitte Parasport website, described as the ‘yellow pages for disability sport’ by the BPA, which is run in collaboration with professional services firm Deloitte.
Tim Hollingsworth, chief executive of the BPA, said: ‘I’d like to welcome the Purple Agency on board with the BPA. London showed the power of the Paralympic Games to engage and inspire a large audience, and our digital strategy is a vital part of enabling us to do this going forward and to continue to maximise the profile of Paralympic sport.’
Jane Jones, marketing and communications director at the BPA, added: ‘We are delighted to be working alongside the Purple Agency over the next few years. Between Beijing and London, it became evident that we are operating in an increasingly digital world and that our methods of communication are constantly evolving. Who knows how we will be consuming media by 2016, and with this in mind, we are confident that the Purple Agency can help us navigate the changing landscape to best engage with our supporters and stakeholders.’
The appointment comes after London 2012, the first ever ‘digital Games’, which saw the BPA’s website traffic increase by 570% and its social media following rise by 2,726%.
Purple Agency managing director Steve Shaw commented: ‘As an agency team we’ve been totally committed to winning this account and we are all extremely proud to have been selected – against some tough competition – to work with such an inspirational organisation as the BPA. It’s a fantastic achievement for all of us at the Purple Agency and we are very excited about working with the BPA to deliver our shared ambitions for the brand over the next four years running up to Rio 2016.’
