Content Soup Goes Ape
Content Soup is a small agency doing BIG things! And this might just be the biggest so far.
We are the new national PR agency for Go Ape, delivering PR and influencer marketing for all 34 sites across the UK. Who says size matters?
We’ve been hired to inspire and invigorate Go Ape’s audiences to live life more adventurously, as well as establishing Go Ape as a go-to activity for millennials looking for more stimulation. There’s a big movement amongst our generation to get off the sofa and do more interesting ‘stuff’ – stuff that throws us out of our comfort zone and makes us grow (mainly so we can talk about it on our Instagram). We’re putting Go Ape right up there amongst it.
We’ve joined at an exciting time for the company. The family-owned business began 17 years ago when it made treetop high ropes available to the British public for the first time; since then, it’s expanded to include zip wires, off-road segways and treetop trampoline nets. It now welcomes almost a million visitors a year.
But as with any long-standing brand, it needs to keep relevant. This summer, we announced Go Ape’s first major rebrand, with a whole new look for sites and a new website all geared towards attracting more millennials and Gen Zs. We also engaged the national business media with a story about Go Ape’s plans to double its business over the next five years, launch new and innovative outdoor experiences, and expand to further locations across the country.
Our PR activity is now focused on showing, through real life stories and fun, creative brand campaigns, the amazing results people get when they face their fears head on and turn their ‘I cant’s' into 'I cans’. We’ve been getting celebrities and influencers to lead the way, launched new ‘after hours’ activities especially for extreme adventurers, and worked with a series of extraordinary people to tell their Go Ape story – including an 85-year daredevil who became the oldest woman to Go Ape, another who went on a crazy personal mission to do all 34 Go Ape sites, and a stroke survivor who defied all odds by completing five Go Ape courses after being paralysed.
And since working on the account, our team has fully embraced the #livelifeadventurously mantra, with regular trips to Go Ape (despite extreme fear of heights!), a newfound passion for wild swimming, and sign ups to running races. It’s almost become an addiction, and we’re ready to throw ourselves out of our comfort zone at the drop of a hat these days! It's transforming our working processes, too.
We’ll be updating you on our work with Go Ape as we go along, with campaign case studies on here – but if you want to find out more, just get in touch! firstname.lastname@example.org. (And if we’ve inspired you to live life more adventurously and you want to find out where your nearest Go Ape site is so you can have a go, just head to www.goape.co.uk.)