Olympic legacy body ramps up comms activity

LONDON: 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.

LONDON: 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.

The London Legacy Development Corporation has hired Kindred's Lorna Gozzard to head corporate comms as it prepared to expand the size of its PR team, which works with Blue Rubicon, from five staffers 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 UK/OnePoll survey of 2,250 people revealed that 25% believe the Games had not transformed East London, while 39% 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 comes as the company, which moved from being government-backed to part of the Greater London Authority last April, shifts 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 organizations,” 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 organizations such as Sport England.

This story originally appeared on the website of PRWeek UK.

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