Brand Purpose Work & Wellbeing

Ocean Outdoor becomes first home media partner for ParalympicsGB

By John Glenday | Reporter

Ocean Outdoor

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Paralympic Games article

February 24, 2022 | 3 min read

Ocean Outdoor has become the first home media partner for ParalympicsGB as the out-of-home (OOH) media owner plays its part in building a more inclusive society.

The ‘gold’ partnership agreement opens with Impossible to Ignore, a patriotic celebration of 25 ParalympicsGB athletes to whet the public appetite for the Beijing 2022 Paralympic Winter Games.

Ocean Outdoor

Ocean Outdoor has partnered with ParalympicsGB to promote a more inclusive society

Preview screens across six cities including Glasgow, Manchester and London will screen imagery, moments and quotes to personalize each athlete in the minds of the passing public.

During the games, Ocean will screen daily updates, medal counts and messages of support to inspire athletes to succeed in Beijing while harnessing sport as a unifying medium to break down barriers and perceptions around people with disabilities.

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Paul Cox, head of communications at ParalympicsGB, said: “We know that by sharing their powerful performances and human stories we can help our athletes to champion change and look forward to leveraging Ocean’s impressive digital network to help inspire a more inclusive society for all disabled people.”

Kevin Henry, Ocean head of content and sponsorship, added: “Celebrating the extraordinary levels of determination, commitment and skill of Paralympic athletes on large format out-of-home across the UK once again highlights the power of DOOH (digital out-of-home) as a broadcast medium.”

Ocean’s Paralympics GB partnership extends through to December 2024 and follows a roadside ambush of Cop26 delegates as part of a push toward ‘meaningful’ campaigns.

Brand Purpose Work & Wellbeing

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Having created the Digital Out of Home (DOOH) category in 2005, Ocean has pioneered, driven and established DOOH to be the engaging media channel that it is today, accounting for circa 50% of all OOH spend. Ocean delivers an advertising channel that exceeds the traditional OOH market through merging the inherent branding strengths of OOH and enhancing through location, audience, research, data and unique technology. Ocean is the pioneer in DOOH advertising technology, leading a new wave of creative solutions through its Ocean Labs division including proprietary solutions such as Vehicle Detection Technology, SimplyFi (Wi-Fi Sponsorship), LookOut Facial Detection Technology and Augmented Reality Ocean sees digital marketing, in all its forms, as a companion, not a competitor. The most progressive of modern marketers is one that understands the combination of the accuracy and accountability of digital, and the impact, trust & fame building abilities delivered by the overtness of out-of-home, is a winning formula in today’s cluttered advertising market.

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