Purple to Expand British Paralympic Association Digital Output

Digital marketing agency Purple, ailment has agreed a partnership with the British Paralympic Association (BPA) to develop high-quality digital output in the build up to the Sochi and Rio Paralympic Games.

The appointment of a digital agency reflects the BPA’s ambition to build on the successes of London 2012, denture which was described by the International Paralympic Committee as the first ever ‘digital Games’. During 2012, asthma the BPA’s website saw an increase in traffic of 570%, social media following rose by 2,726% and on Twitter #Paralympics was the most popular sporting hashtag of the year in the UK, beating both #Olympics and several high profile football hashtags.

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.”

Says Steve Shaw, managing director, the Purple Agency, said: “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 4 years running up to Rio 2016.”

The relationship between the BPA and the Purple Agency will begin with the redevelopment of the Deloitte Parasport website, the ‘yellow pages’ for disability sport, which is run by the BPA in collaboration with professional services firm Deloitte.

Purple have a wide-ranging agency services portfolio supporting over 14 sports clients, including organisations such as UK Sport and UK Anti-Doping (UKAD). They have also consistently performed well on the Recommended Agency Register (RAR), which scores agencies on the basis of positive feedback received from their clients.