Situation
Lausanne, recognised globally as the "Olympic Capital," sought to maximise its unique position by leveraging the presence of the IOC and over 60 international sports organisations. The “Lausanne Olympic Capital Foundation” (FLOC) identified the need for a strategic approach to enhance Lausanne's reputation, attract key sporting events and conferences, and ensure the lasting impact of the Lausanne 2020 Youth Olympic Games. On the basis of an already existing relationship (close to 20 years of fruitful collaboration), FLOC approached Burson to seek assistance.
Solution
Burson Sports developed a strategy focused on three core areas:
- First, promoting Lausanne's Olympic identity through targeted campaigns aimed at the international sports community, media, and the public, leveraging existing partnerships and cultivating new relationships.
- Second, proactively identifying and securing sporting events and conferences aligned with Lausanne's strengths, conducting market research, developing compelling bids, and fostering relationships with key organisers.
- Third, maximising the Lausanne 2020 legacy by enhancing its visibility.
Success
The FLOC's strategy has demonstrably enhanced Lausanne's profile as the Olympic Capital, attracting increased media attention, tourism, and investment. The city has successfully secured
high-profile events, boosting the economy and its reputation. The positive impacts of the Youth Olympic Games continue, creating a sustainable legacy. Stronger partnerships with key stakeholders like the IOC further promote Lausanne within the global sports world.