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