Sky has brought in One Green Bean as the retained consumer PR and social agency for Sky Cycling, ahead of what it says will be the brand’s biggest year yet.
One Green Bean has been briefed to help Sky promote its ongoing commitment to cycling and celebrate the role it has played in cycling in the UK.
A key part of One Green Bean’s remit will be the launch of a new cycling brand campaign to get more people on their bikes.
The team will also raise the profile of Sky’s relationship with three-time Tour de France winners Team Sky, as well as promote Sky’s partnership with British Cycling, the Great Britain cycling team and WIGGINS.
The agency will also launch and provide PR support for Sky Ride, a mass participation event, which launched in 2009 and is now in its final year.
The PR campaign will include content strategy and production for Sky Cycling’s digital and social channels. The agency’s remit will also include influencer and talent outreach and engagement.
The account will be led by One Green Bean MD Matt Buchanan and executive creative director Kat Thomas.
Fiona Morgan, head of brand for Sky Cycling and Team Sky, said: “We were impressed by One Green Bean’s fresh perspective, outstanding creativity and brand building credentials outside of sport. They demonstrated a very modern approach to communications, spanning PR, social and content strategy.
“This is the biggest year yet for Sky and cycling, and we’re excited to have One Green Bean onboard to drive our communications far and wide and get people to love cycling as much as we do. We’re delighted with the appointment and can’t wait to get started.”
Buchanan added: “We’re thrilled to be kicking off the year with such a big win. There’s a lot of excitement in the agency for Sky Cycling and we’re looking forward to delivering some innovative and memorable work in the coming months.”