April 14, 2014
Broadsword Communications was engaged by the BVI Olympic Committee to raise local awareness of the sport of snow skiing and BVI half-pipe skier, Peter ‘Adam’ Crook who would compete in the Sochi 2014 Winter Olympic Games.
We collaborated with the BVI Olympic Committee and the BVI Ski Association to create a publicity campaign, which included the following elements:
We conducted press conferences and initiated media interviews in an effort to disseminate information to the general public.
We conceptualized, organized and managed a free, public interactive exhibition to showcase Adam’s skills and introduce the sport of snow skiing and the art of the half-pipe.
In the run up to the competition date, we boosted social media efforts via Twitter, Facebook, and Instagram to foster increased engagement and excitement for the games. Daily contact with the BVIOC team in Sochi enabled us to keep the posts timely and engaging.
We worked with Adam’s alma mater to raise awareness, enthusiasm, and support amongst the school community by facilitating an on-site display managed by the Grade 7 students.
Since the half-pipe ski event was not being broadcast live in the territory on the regular television channels, we identified a venue that could stream the event and arranged a free, public, live screening of the competition.
The territory-wide campaign resulted in an outpouring of public support and recognition for the athlete, and a better public understanding of the sport and appreciation that Adam’s participation was in fact the second time in its history that the BVI would be represented in the Winter Olympic Games.