PARIS 2024 OLYMPIC AND PARALYMPIC GAMES PR PROGRAM
A THREE-YEAR MEDIA-LED CAMPAIGN ELEVATING ATHLETE STORIES AND MAXIMISING GAMES-TIME VISIBILITY FOR FIVE OLYMPIC AND PARALYMPIC SPORTS.
Project: PARIS 2024 OLYMPICS AND PARALYMPICS
Clients: WATER POLO AUSTRALIA, PADDLE AUSTRALIA, VOLLEYBALL AUSTRALIA, SKATE AUSTRALIA, DIVING AUSTRALIA
OVERVIEW
For many sports, the Olympic and Paralympic Games represent a rare, once‑every‑four‑years opportunity to harness heightened national attention, elevate athlete and sport profiles, strengthen future commercial positioning and inspire new participants. With this context in mind, BTB partnered with its clients Water Polo Australia, Volleyball Australia, Skate Australia, Diving Australia and Paddle Australia to deliver an integrated PR and media program for the Paris 2024 Olympic and Paralympic Games.
Across a three‑year campaign that culminated in the staging of the Games in August and September 2024, BTB focused on elevating athlete stories, building sustained national media visibility and ensuring journalists and key stakeholders were brought along for the full Olympic and Paralympic journey. This long‑term approach ensured each sport entered Paris with strong media familiarity, clear narratives and a unified presence across the broader Olympic and Paralympic landscape.
WHAT WE WERE ENGAGED TO DELIVER
- A fully integrated PR and media strategy aligned to the Paris 2024 Olympic and Paralympic Games.
- Long‑term media engagement designed to build familiarity with athletes and ensure journalists were invested well before competition.
- Strategic media pitching and liaison to secure consistent, high‑value coverage across national, metro and broadcast outlets.
- Alignment with each sport’s content strategy to ensure PR activity complemented broader storytelling and athlete positioning.
- Coordination with the AOC, Paralympics Australia, Channel 9 and other partners to ensure unified messaging and streamlined media access.
- Athlete brand positioning to support stronger media recognition and narrative development.
- Delivery of media‑ready assets including video, graphics and press materials for use by all stakeholders.
- Stakeholder management across five national sporting organisations to ensure a cohesive and integrated PR approach.
OUTCOMES
- Strong pre‑Games visibility for athletes, ensuring media were invested in their stories regardless of results.
- Key results of our pre-Games coverage included securing front page media coverage for our client’s athletes on 1 January 2024 to herald in an Olympic year; diving, paddle and skate athletes featured in One Year to Go countdowns, and key features with paddler Jess Fox and diver Cassiel Rousseau highlighing their French heritage.
- Successful execution of strategic social media collaborations with the AOC, Paralympics Australia and Channel 9 that amplified PR outcomes and supported national coverage.
- Strengthened media relationships across the three‑year campaign, resulting in consistent and high‑quality Games‑time coverage.
- Positive feedback from all stakeholders, reflecting a coordinated and well‑executed national PR program.
- A unified media presence across five sports, improving recognition and familiarity among journalists and the broader public.
ENGAGE US▸
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