Olympic Supplier Recognition Scheme
Wildflower Turf won the lucrative contract to supply wildflower turf for the Olympic Park, Athlete’s Village and Opening Ceremony and naturally wanted to shout about it, so sought our help.
But strict non-disclosure agreements and publicity embargoes imposed by the Olympic Delivery Authority were an anchor, or so it seemed.
On finding that the restrictions were about to be lifted, we got ready behind the scenes and produced a detailed case study, gaining glowing endorsements from third parties and co-suppliers, and we briefed key media contacts on the upcoming story.
On the day we knew suppliers could apply for permission to publicise their roles via the Supplier Recognition Scheme, we alerted our client to do so, making them one of the first to get the certificate and access to hundreds of fantastic images just 3 weeks later.
With everything now in place, the client was able – just days later - to make its Olympic success the focal point of the stand at key industry show Ecobuild. Their stand was dominated by a blown up image of their product on the Opening Ceremony’s Glastonbury Tor, watched on TV worldwide by millions.
Extensive trade media coverage followed, including two separate pieces in Horticulture Week.
Months after this coup, reports come through that many other suppliers were stuck in the backlog of applications and so unable to promote their Olympic success.
Wildflower Turf's managing director James Hewetson-Brown said: “As suppliers to the 2012 Olympics we were very keen to make the most of our involvement by gaining as much PR as we could. We didn’t have the expertise or time to do this properly and were delighted with the results Gravitas achieved for us, both in the media and at Ecobuild”