White Tiger, the lifestyle specialist PR agency, has been appointed by Archery GB to develop and implement a comprehensive long-term PR strategy. The campaign will drive increasing popularity, highlight its accessibility as a first time sport and showcase the many benefits of archery as an inclusive activity.

White Tiger will also be responsible for promoting the achievements of the sport during a busy Olympic/Paralympic year, leading through to the Commonwealth Games early in 2022.

Neil Armitage, CEO at Archery GB says, “The knowledgeable team at White Tiger PR are very proactive and back in November, helped us deliver key messages about archery as a Covid-secure sporting activity in response to government restrictions. Their ability to respond quickly in a crisis and communicate our message to a broad media audience including TV was impressive. Subsequent conversations showed us that the team understands both the issues and the opportunities of our sport and will add value to our strategy and implementation activity this year. We are looking forward to working together during 2021 and putting these plans into practice.”

The appointment takes effect immediately and in addition to proactively communicating on the organisation’s behalf, White Tiger PR will be activating a press centre to handle all future PR enquiries on behalf of Archery GB.

The 2021 Olympics are due to begin in Tokyo on 23 July.