Christine Ohuruogu MBE

The Challenge

Raise and improve the public profile of Christine Ohuruogu, reigning 400m Olympic and Commonwealth champion, through proactive media outreach with leading sports and Olympic outlets and a selection of international media.

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

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.