Case Studies
- Rio 2016 Candidate City
- International Rugby Board (IRB)
- International Association of Athletics Federations (IAAF)
- Singapore 2010 Youth Olympic Games bid
- England and Wales Cricket Board (ECB)
- VisitBritain
- UK Athletics
- Women’s Sport and Fitness Foundation (WSFF)
- Women’s Sport and Fitness Foundation (WSFF) II
- Lawn Tennis Association (LTA)
- UK Sport, Sport England, Youth Sport Trust
International Rugby Board (IRB)
The challenge
Secure the inclusion of Rugby Sevens in the Olympic Programme beginning in 2016.
VERO’s Role
- Rugby Sevens campaign narrative and key message development
- Rugby Sevens campaign strategy and communications plan development
- Script development and visual support for all international presentations
- Campaign collateral development including Reaching Out films, brochures and mailers
- Strategic planning and implementation of proactive, responsive and creative communications
- Advertising campaign strategy and planning
- International media relations and monitoring
- Media training of IRB leadership and leading international Rugby players
The Outcome
Following an outstanding presentation by the IRB team led by President Bernard Lapasset and including leading international Rugby players, Rugby Sevens was voted for inclusion in the Olympic Programme beginning with the 2016 Games in Rio de Janeiro on 9 October 2009 in Copenhagen at the 121st IOC Session.