Seb Coe – Campaign to become IAAF President

The Challenge

To help secure the election of Seb Coe as the new President of the International Association of Athletics Associations (IAAF), VERO led on the design and implementation of the global media, communications and social media strategy, as well as overall campaign messaging and narrative.

The Outcome

On August 19 2015, Seb Coe was elected President of the IAAF securing 115 votes and defeating Sergey Bubka, his opponent, by 23 votes.

VERO’s Role

  • Strategic counsel and advice on all elements of campaign communications
  • Led on design of campaign key messages and overarching narrative
  • Produced campaign Manifesto and press pack collateral
  • Oversaw production of campaign film
  • Drafted all major press releases and announcements
  • Provided 24/7 campaign press office function
  • Coordinated all international media relations activity including Manifesto launch, media round tables and election process in Beijing
  • Managed all digital media activation including @sebcoe Twitter account and campaign website
  • Presentation rehearsal and support