125,000+ online views across campaign coverage
Bear Grylls Survival Academy
How we helped Bear Grylls Survival Academy dial up its relevance to HR decision makers
Bear Grylls Survival Academy (BGSA) wanted to elevate its corporate team building proposition in a way that resonated with HR leaders – a group that values outcomes, not just adventure. The challenge was straightforward: translate the intensity of survival training into a compelling narrative centred on leadership development, resilience and measurable business value.
We built a relevance focused PR strategy that connected BGSA’s unique approach with the themes shaping HR today, strengthening awareness and showing decision-makers why experiences outside the comfort zone matter inside the workplace.
The challenge
BGSA is known for delivering unforgettable survival‑based team experiences. But for HR leaders – increasingly held accountable for capability building, culture strengthening and return on investment – the offer needed clearer relevance.
The corporate team building market is saturated with long‑standing providers offering models, frameworks and traditional solutions. BGSA needed to break through that noise and position its experiential approach as a credible, strategic route to developing leadership behaviours, improving team cohesion and building resilience. Achieving this required a narrative that bridged adventure with performance – and that reached both national and HR‑focused media.
Our relevance‑driven approach
We applied our RelevanceEngine principles to what matters most to HR decisionmakers today, including:
Using these priorities, we built a focused PR programme that positioned BGSA as a credible expert in corporate team development – directly addressing real HR challenges.
The approach blended insight-led thought leadership, experiential learning themes and media stories that showcased BGSA’s distinctive methodology and measurable impact.
This resulted in timely, relevant coverage across national titles including The Times and The Herald, alongside targeted HR media such as The HR Director – ensuring the message reached those shaping workforce and leadership strategy.
Impact that mattered
Across the campaign, we delivered results that strengthened BGSA’s visibility and credibility in the HR space:
“My responses are not lip service – working with Skout has been seamless, responsive, creative and overall the best PR agency I've worked with to date (there have been many!).”
Kirsten Lovemore, Communications Manager, BGSA