Olympic legacy body ramps up comms activity one year on

The company that took over responsibility for the Olympic Park after London 2012 is stepping up its comms activity as research shows public uncertainty over the Games' legacy for London.

Olympic Park: Hiring Lorna Gozzard marks a new phase
Olympic Park: Hiring Lorna Gozzard marks a new phase

The London Legacy Development Corporation (LLDC) has hired Kindred's Lorna Gozzard to head corporate comms as it prepares to expand the size of its comms team, which currently works with Blue Rubicon, from five staff to 12 in the coming months.

The expansion will see the company, which is responsible for development in the area surrounding the park, shifting its messaging from 'planning to delivery'.

It also comes as a PRWeek/OnePoll survey of 2,250 people revealed that 25 per cent believed the Games had not transformed east London, while 39 per cent were unsure.

LLDC director of comms and public affairs Victoria O'Byrne is steering PR for the Olympic Park's return to the public spotlight, marked by the launch of the Sainsbury's Anniversary Games.

O'Byrne said the expansion of the comms team came as the company, which moved from being government-backed to part of the Greater London Authority last April, shifted its focus.

'Previously, we were mainly media relations and public affairs, but now we are looking at a more campaign-focused role, with boosting our digital offer a particular focus, as we will have lots of different audiences to engage with,' O'Byrne said.

As a 1,000-strong workforce develops the park, stakeholder engagement will also play a key role, with 11,000 homes set to be developed on the site by 2030.

'There is a lot of relevance in Lorna's private sector background, as we will be working with a lot of commercial organisations,' said O'Byrne.

The company has hired The Rabbit Agency for a three-year social media project.

Motivate East is a disabled sports outreach project run in partnership with organisations such as Sport England.

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