Brian Cookson OBE – Campaign to become UCI President

The Challenge

To help secure the election of Brian Cookson as the new President of the International Cycling Union (UCI), VERO was lead adviser on the design and implementation of the global media, communications and campaign strategy, as well as overall narrative and messaging.

The Outcome

On 27 September 2013, Brian Cookson was elected President of the UCI by delegates at its Congress in Florence by 24 votes to 18, to defeat the incumbent President, Mr Pat McQuaid.

VERO’s Role

  • Strategic counsel and advice on all campaign elements
  • Devised campaign key messages and overarching narrative
  • Drafted campaign manifesto content
  • Created manifesto brochure
  • Drafted major speeches and presentations
  • Drafted written communication to delegates and global cycling family
  • Co-ordinated all international media relations activity including manifesto launch in Paris and election process in Florence
  • Drafted all major press releases/announcements
  • Provided 24/7 campaign press office function
  • Media training
  • Presentation rehearsal and support