In a summer dominated by sport, standing out amid the Olympic and Paralympic Games coverage was no easy feat. But for Archery GB, the goal wasn’t just to be seen – it was to inspire, to champion inclusivity, and to shine a spotlight on both grassroots and elitearchery in the UK.
The Challenge
Cutting through the noise
With the Olympic and Paralympic Games closer to home in Paris, competition for mediaspace was fierce. Archery GB needed support not only to raise awareness of the sport at the elite level but also to share compelling stories that would resonate with both national and local audiences. From launching new initiatives to supporting under-represented communities, and managing demands across a fast-paced summer, the mission was clear: create a campaign that delivered lasting impact, meaningful engagement and strong reach figures.
Our Solution
Strategic storytelling
Team Target helped manage Archery GB’s press office activity in the run-up to, during and following the Games. We started by supporting the announcement of both the Olympic and Paralympic archery squads, attending team launch events and co-ordinating media access to all the athletes and their coaches.
Other story highlights included:
- Olympic team announcement event at Ackers Adventure in Birmingham
- Support for Archery GB’s Project Rimaya
- Official opening of the Performance Archery Centre
- Raising awareness during Start Archery Week
- BBC Radio 4’s Woman’s Hour for Paralympic archer, Jodie Grinham
The Results
Reaching new audiences
- More than 1 billion people reached across national and regional broadcast, print andonline media.
- Secured high-profile broadcast coverage across BBC Radio 4, BBC Midlands, BBC East Midlands, BBC South East, BBC North East & Cumbria, and more.
- Delivered feature stories and interviews that highlighted the sport’s inclusivity, heritage and human stories.
- Amplified key campaign moments, such as Start Archery Week, the Performance Archery Centre opening, and the Olympic and Paralympic team announcements, maximising visibility across every stage.
- Showcased initiatives like Project Rimaya, helping to connect archery with underrepresented communities and increase grassroots participation.
”Working with Target elevated our reach and ability to pitch these key stories, growing awareness of both our athletes and the sport itself. Archery is one of the smaller Olympic and Paralympic sports but thanks to strategic storytelling, we were able to punch above our weight and turn our athletes' stories and achievements into some of the most memorable moments of the Games. The team were quick to learn about archery, our athletes and key projects meaning I could focus on the job at hand out in Paris with Target back home maximising our coverage and supporting our Communications team at the busiest time in performance sport."
Emma KasprzakHead of Communications at Archery GB