One month into its international marketing campaign, Los Angeles’ bid to host the 2024 Olympic and Paralympic Games Tuesday announced the appointment of Weber Shandwick for global communications support as the bid aims to sell its message for the next six months.
Weber Shandwick, one of the world’s leading global communications and engagement firms, joins a strong team of communications professionals including Britain’s global sport agency JTA (John Tibbs Associates) to relay the city’s “Follow the Sun” message to Olympic stakeholders around the world – including almost 100 International Olympic Committee (IOC) members who will cast their ballots to elect either LA or Paris at a meeting in Lima, Peru on September 13.
Both cities are aiming to host the Olympic Games for the third time. Budapest is expected to officially drop from the race Wednesday after a city council vote to back the Mayor’s withdrawal plans likely passes.
Weber Shandwick is an experienced agency in the highly-specialized Olympic bid communications field that requires many pre-existing relationships and a clear understanding of the niche, but valuable and competitive field.
With more than 20 years of experience supporting winning Olympic bids and host cities, including most recently Beijing 2022, Tokyo 2020 and Sochi 2014. Weber Shandwick aims to drive a proactive, international communications campaign in key markets around the world. The agency also brings a strong understanding of the pre-Games and Games-time communications environment in the new era of Olympic Agenda 2020 – the IOC’s set of bid reforms that includes changes to the bid process intended to drive sustainability and a positive legacy.
Los Angeles will welcome the IOC Evaluation Commission for a three-day-visit to the city starting April 23 when officials are expected to conduct site visits and review bid-submitted documents.
“LA 2024 is all about reimagining a New Games for a new era and harnessing California’s unique culture of creativity and imagination to connect the Games to the future,” said LA 2024 Chief Communications Officer Jeff Millman.
“Los Angeles is the perfect place to inspire that kind of reinvention – our innovation and technology combined with the city’s excellent facilities, strong economy, commitment to sustainability and 88% public support offers the best environment for the next Games.
“Given Weber Shandwick’s vast Olympic experience and its innovative, forward-looking approach, the firm is the perfect partner to help us tell that story and ultimately bring the Games to LA.”
“LA 2024’s transformative vision for the Games is both creative and inspiring, and rooted in a practical, sustainable plan for building a long-term legacy for the city and the Olympic Movement,” said Jack Leslie, Chairman, Weber Shandwick. “We look forward to helping LA 2024 build a dialogue with international communities about what the Olympic and Paralympic Games can be in its journey to become the next host city.”