International Association of Athletics Federations (IAAF)

The challenge

To ensure the re-election of IAAF President Lamine Diack. Following the presidential election, help the IAAF enhance the profile of the IAAF President, the IAAF organization and athletics as a sport in key global territories

VERO’s Role

• Strategic counsel and ongoing advice to the IAAF President and Communications Director
• Raise the positive profile of the President with the international media, specialist athletics press and key stakeholders
• Develop and implement a global communications plan for the IAAF
• Help ensure all major IAAF developments – strategic announcements, policy decisions, key speeches and ambassador activity – are communicated effectively
• Advise on the most appropriate media to target country by country
• Facilitate and organize media interviews, press conferences and media round tables as appropriate.
• Media event management, for example, organising the launch of Spikes, a major new athletics magazine and website. VERO’s responsibilities included launch event concept development, media strategy planning and execution, and managing the event on the day
• Develop the content for the IAAF President’s election manifesto and facilitate the production of the collateral
• Development of new corporate communications materials and international brochure

The Outcome

Lamine Diack was successfully re-elected as IAAF President in 2007 with a clearly communicated manifesto for the future. The IAAF has had increasing success in communicating the organisation’s development and profile. VERO’s management of key media events, such as the launch of Spikes Magazine, created a buzz within the media and key stakeholders and gained very positive media coverage