Benjamin Alexander
The Challenge
The challenge was to manage and shape Benjamin Alexander’s PR narrative in the lead-up to the Beijing 2022 Winter Olympic Games, positioning him as more than just a novelty story. As Jamaica’s first-ever Olympic alpine skier, Benjamin’s journey had the potential to capture global attention, but required careful storytelling to balance credibility, inspiration, and authenticity. The objective was to elevate his profile by showcasing the depth of his journey, from a complete beginner in his 30s to an Olympian, while ensuring his story resonated across both sporting and mainstream media.
The Approach
The strategy centred on powerful, human-led storytelling that highlighted Benjamin’s unconventional path to the Olympics. Having started skiing at 32 after a chance trip to Canada and transitioned from a career in finance and international DJing to elite sport, his journey offered a unique and compelling narrative.
PR efforts focused on amplifying this transformation “from DJ to Olympian” while reinforcing key themes of determination, resilience, and possibility. A combination of traditional media outreach and modern digital PR secured interviews, features, and broadcast opportunities across global outlets. This was supported by consistent messaging and content that reinforced Benjamin’s story as not just about participation, but about redefining what is possible in sport, regardless of background or starting point.
The Outcome
The campaign achieved global reach, generating hundreds of pieces of coverage across international media. Benjamin Alexander’s story resonated worldwide, with features across major outlets including ABC News, BBC, Eurosport, Ireland AM, BBC Breakfast, Rolling Stone, CNN, and Sky News, among many others.
The PR activity successfully positioned him as one of the standout human-interest stories of the Winter Olympics, elevating his profile across more than 33 countries and cementing his legacy as both a trailblazer for Jamaican winter sports and an inspiring figure on the stage.
