Story
The BASE team formed by bringing together a shared passion for adventure sports, a deep belief in the transformative power of adventure, and complementary skills from brand communications, TV production and risk/safety specialist management.
The aim was to build on the growing levels of participation for adventure sports and appetite for adventure travel since the pandemic. We wanted to build an audience of our own and become increasingly digital-first.
A nascent print magazine had built some early attention but had its ceiling in terms of what it could achieve. We needed to find ways to grow audience, client base and brand fame across the TV, branded content and adventure industries.
Elements connected
I created a new brand and content strategy which included extending a global creator network, special digital content around gear and forming tactical partnerships with relevant agencies in adjacent spaces (sports, travel, entertainment).
I built content and commercial teams to deliver the digital content strategy and continue the print product as well as broker new relationships and drive leads.
I also devised and led both a crowdfunding campaign as our loyal audience grew and a private investment round targeting investors passionate about adventure themselves including high-profile TV talent in the adventure space.
I led the brand refresh and creatively directed all editorial and brand marketing collateral, commissioned and creatively directed the launch of a far more extensive website and social strategy.
I also brokered new relationships with pivotal brands in the space like Red Bull and Defender.
Outcomes
- The consumer site now regularly gets over 10 million impressions per month.
- A global network of adventure creators collaborating and publishing on BASE’s behalf.
- An overfunded crowdfund campaign and a successful private investment phase including several A-List UK adventure TV talents.
- Large scale branded content and branded entertainment projects won for globally household-name famous clients.
GET IN TOUCH:
matthewjpink@gmail.com
