‘Passion for Paralympics’ – Ottobock Healthcare

The CIPR gold award winning PR campaign for Ottobock, The Official Technical Service Provider for the London 2012 Paralympic Games, served the needs of the worldwide media delivering a unique narrative about the company’s role at the games and the equipment used by Paralympians. Ottobock appeared in 276 pieces of coverage in broadcast, print and online.

The Paralympic Games is the second largest sporting event in the world. Ottobock has been an official ‘Worldwide Partner of the Paralympic Movement’ since 2005 and has been promoting sports for people with disabilities for more than three decades with the commitment to the Paralympic Games beginning in 1988. Media Safari was asked to execute a PR plan that captured media interest in and promoted the benefits of Ottobock’s role at the London 2012 Paralympic Games.

Campaign objectives

  • Increase awareness of Ottobock as The Official Prosthetic, Orthotic and Technical Service Provider to the London 2012 Paralympic Games
  • Establish Ottobock as the leading provider of technical services for the Paralympic Games
  • Differentiate Ottobock from its competitors and protect its sponsorship rights
  • Educate stakeholders on Ottobock’s commitment to Paralympic sport through the technical services provided for ALL competing athletes
  • Establish Ottobock as media’s primary source of knowledge and expertise for the equipment used by Paralympic athletes
  • Educate the public on mobility, accessibility and inclusion and its importance beyond the Paralympic Games
  • Comprehensively link Ottobock with the Paralympic brand and create a lasting legacy for Ottobock’s support of the Games


Campaign strategy
Media Safari’s communications plan was designed to create excitement for the Games, engage new and established audiences and in so doing strengthen Ottobock’s core business. We did this through a media relations strategy that focused on capturing media interest and delivering widespread coverage by offering a unique narrative that directly referenced the Paralympic Games supported by a consistent source of fresh and relevant stories. We also delivered a series of engaging and exciting events or made a significant supporting contribution to events arranged by LOCOG.

PR tactics
The following media relations tactics were supported by a range of activities including a creative story bank; case studies for commentary and athlete profiles; company profiles in the vertical and business press; press room management with a range of information, fast facts and additional resources; opinion pieces and media interviews

  • International Paralympic Day (Sept 2011) – Media Safari used LOCOG’s IPD to introduce UK media to Ottobock and develop key media relationships
  • Passion for Paralympics Exhibition – A travelling exhibition was created to showcase human mobility and the technology used to restore it in daily activity and high performance sport visiting London, Manchester and Glasgow; it was used as a platform for generating local and regional media coverage
  • Build-A-Blade initiative – Media Safari helped to create an education resource pack that allowed children to make their own carbon fibre running blades out of papier-mache
  • BT Paralympic World Cup – This was used as a platform to raise awareness about the welding element of the technical service team and media were invited to see the Ottobock team in action
  • Technical Service Team launch – Media Safari used this announcement to raise awareness in the regional press by targeting the local papers for each member of the technical service team
  • Technical workshop visits – During games time media were invited to tour the Ottobock workshops inside the Paralympic Park and witness technicians in action
  • Social mediaOttobock’s social media channels were used to engage with audiences and share information with the disability community and partner organisations in real time
  • Infographics - Paralympic infographics developed to explain complex subject matter in an easy to understand format


Results
Media Safari generated 276 pieces of coverage with a combined circulation of over 787,935,750:

  • Ottobock achieved 95 Paralympic hits in the national press
  • Coverage achieved across a wide range of press including; regional (19%), consumer (5%), disability (6%), national (35%), international (17%), sports (7%) health trade (4%) other (7%)
  • The London launch of the travelling exhibition attracted over 150 VIP and stakeholders guests, including 12 journalists from the likes of Press Association, The Financial Times, BBC and Channel 4
  • Glasgow media launch event was attended by over 100 guests including the Scottish Minister for Culture, Media and Sport and a number of Scottish Paralympians
  • International Paralympic Day encouraged over 2,000 people to explore the technical service van and interviews were conducted with over 5 broadcasters and 7 national media reporters
  • A total of 59 media visits were made to the Ottobock Technical Workshop at the Paralympic Park
  • The Build-A-Blade resource pack was successfullyincluded in the LOCOG Get Set schools programme, was featured in the London Science Museum and Glasgow Science Centre in-museum activity programming reaching over 10,000 children
  • Games press office – The busy UK press office operated at full strength 24 hours a day for the 11 days of the games serving the needs of the worldwide media as Ottobock technicians provided athletes from 147 countries with up to 2,000 immediate equipment repairs.

 

Read our December 2012 blog post – The ‘Paralympic effect’ – How will you remember 2012?

 

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