Channel 4 hands Paralympics and F1 briefs to Pitch PR

Channel 4 has appointed sports agency Pitch PR to handle two separate high-profile accounts following a competitive pitch process at the start of the year.

Channel 4: Competitors at the 2012 Paralympic Games in London
Channel 4: Competitors at the 2012 Paralympic Games in London

Work begins immediately, with the agency working alongside Channel 4’s in-house team and undertaking two separate PR campaigns to promote Channel 4’s Formula 1 and 2016 Paralympics programming.

Pitch previously worked on Channel 4’s PR around the London 2012 Paralympics. The agency is tasked with raising awareness and driving viewers to Channel 4’s live coverage from Rio in September, which will be a major part of the broadcaster’s Year of Disability.

Pitch has also been appointed to help promote the first year of Channel 4’s Formula 1 programming – the channel will broadcast 10 live races per season, all of which will be ad-free, as well as highlights of all 21 races. Pitch has been tasked with helping launch Channel 4’s 2016 coverage and promoting the broadcast of its live and highlights coverage throughout the season.

James MacLeod, head of press and publicity at Channel 4, said: "Pitch demonstrated a huge amount of creativity and passion in tackling these two very different briefs as well as an understanding of Channel 4’s values."

Louisa Fyans, client services director at Pitch, commented: "We are delighted to be working with Channel 4 on two great campaigns during what is set to be a big sporting year for the broadcaster. In 2012 it approached the Paralympics in a truly innovative way, from LEXI to the groundbreaking ‘Meet the Superhumans’ marketing campaign, and we have no doubt it will do the same again."

Pitch was 66th in PRWeek's Top 150 2015 rankings, with fee income of £3.2m.

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