Olympic Surfing

The Challenge

Help to promote Surfing worldwide and strengthen the ISA’s relations with key figures and organisations within the Olympic Movement with the ultimate goal of achieving Olympic status at Tokyo 2020.

The Outcome

At the 129th IOC Session in Rio de Janeiro, the IOC unanimously agreed to add Surfing to the Sports Programme for the Tokyo 2020 Olympic GamesIOC and other key stakeholders in the Olympic Movement through the implementation of an integrated communications strategy.

VERO’s Role

  • Created and implemented an integrated communications strategy
  • Developed a compelling narrative to appeal to the Surfing community and the Olympic Movement
  • Developed key messages based on Surfing’s shared values with the Olympic Movement: global youth appeal, sustainability and innovation
  • Raised the global profile of Surfing’s Olympic ambitions and the sport’s core values by securing feature articles in key media outlets
  • Developed scripts for key presentations to Tokyo 2020 and oversaw training and rehearsals for ISA leadership and leading international Surfing ambassadors
  • Coordinated all international media relations including the press activities which followed the Tokyo 2020 presentations and at the IOC Session in Rio