LOCOG wins Campaign of the Year at PRWeek Awards 2012

LOCOG comms work for the London 2012 Olympic and Paralympic Games was awarded Campaign of the Year at last night's PRWeek Awards 2012.

London 2012: Campaign of the Year
London 2012: Campaign of the Year

The organising committee’s PR team had to manage comms for the most ambitious logistical exercise undertaken in the UK in peacetime, while under the glare of the global media spotlight. 

But despite years of negativity in the press, when the time came, the Olympic and Paralympic Games silenced even the harshest of critics. 

The campaign was focused and meticulously planned. It displayed shrewd use of internal comms to make sure the sizeable freelance workforce was on message.It also deftly handled the additional pressure of social media that no other organising committee had faced to such an extent.

It met its first objective, which was to raise £2bn of private money. It got the law changed, to give an unprecedented level of protection to the sponsors, something that is likely to be a blueprint for future Games.

And all of this was done with very little use of traditional advertising, proving that PR can take the lead at the highest level. 

View winners and coverage from the night

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Insight Public Affairs joins Blue Star Strategies international agency network

Public affairs agency Insight has joined a five-strong international network of lobbying agencies set up by US member Blue Star Strategies.

DWP communications chief Richard Caseby secures apology from The Guardian

DWP communications chief Richard Caseby secures apology from The Guardian

The Guardian has apologised today for a Polly Toynbee comment piece which gave incorrect details about the hiring of former Sun and Times managing editor Richard Caseby by the Department for Work and Pensions.