Campaign breakdown - Yorkshire Gold

Agency: Weber Shandwick Client: Yorkshire Culture Timescale: Now - November 2009 Budget: Undisclosed


The lowdown

Yorkshire Culture is the Department for Culture, Media and Sport's body responsible for promoting and developing culture in the Yorkshire and Humber region. Weber Shandwick has been asked to promote its strategy to deliver benefits from the London Olympics to the region.

- Why is Yorkshire Culture doing this now?

The Yorkshire Committee for the 2012 Games, commissioned by Yorkshire Forward and chaired by Yorkshire Culture, was established in 2006 to use the Olympics to benefit the local area.

- Who is being targeted?

Everyone who lives and works in the Yorkshire and Humber region, as well as public and private sector bodies that want to be involved.

The tactics

The London Organising Committee for the Olympic Games and Yorkshire Committee spokespeople have started by visiting events and taking part in photocalls and media tours. The latest event saw sports minister Gerry Sutcliffe visit an infant school in Wakefield to join pupils in experiencing a number of Paralympic sports. A launch event will take place on 10 November.

- What else is being done?

A briefing campaign for key regional journalists such as the Yorkshire Post, Sheffield Star and broadcast planning desks will begin in November to explain the Yorkshire Gold strategy and detail key dates in the run-up to London 2012.

- Are there any potential pitfalls?

The greatest challenge will be to maintain the momentum and excitement for the next four years and to overcome scepticism about whether the region will really see any tangible benefits as a result of the Games being hosted in London.

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