Christine Ohuruogu MBE

The Challenge

Raise and improve the public profile of Christine Ohuruogu, former Olympic and Commonwealth champion, through proactive media outreach - overcoming significant negative media perceptions of Christine.

The Outcome

VERO’s campaign strategy and media relations programme generated positive media coverage which helped to enhance her media profile. With a focused communications direction, VERO’s campaign created a sense of a “new” Christine, and helped her foster new links with London 2012 and the IAAF. The ongoing positive media activity and coverage has established a strong platform for Christine to have a role as a leading ambassador for the 2012 Games and corresponding sponsors.

VERO’s Role

• Development of overarching communications strategy
• Proactive, responsive and creative media relations outreach with leading Olympic and UK sports correspondents as well as selected international outlets
• Strategic advice and support for Christine’s media appearances
• Mapping of relevant speaking opportunities for Christine and recommendations on participation
• Ongoing liaison with LOCOG and London 2012 stakeholders to solidify relationship with Christine
• Contribute to collateral development including input to Christine Ohuruogu website development
• Development and implementation of sponsorship strategy in collaboration with her management agency