Can London 2012 pick up tips from Beijing?

In a few short weeks, the Beijing Olympic Games will be history. As the last spectator files out of the Chinese capital's Bird's Nest stadium on 24 August, the eyes of the world will turn to London, and 2012. For marketers, the planning has already begun in earnest. Brands that have alread...

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Bibliographic Details
Published in:Marketing (London) 2008-08, p.26
Main Author: Tiltman, David
Format: Magazinearticle
Language:English
Subjects:
Billboards
Competition
Corporate sponsorship
Market planning
Market strategy
Marketing
Olympic games
Social networks
Sports marketing
Online Access:Get full text
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Summary:In a few short weeks, the Beijing Olympic Games will be history. As the last spectator files out of the Chinese capital's Bird's Nest stadium on 24 August, the eyes of the world will turn to London, and 2012. For marketers, the planning has already begun in earnest. Brands that have already signed up as sponsors for London Olympic Games 2012 include BP, BT, British Airways and Lloyds TSB. For all the obvious differences between the UK and China, this will be an equally significant issue affecting the marketing strategies surrounding London 2012. While UK citizens have very different priorities from those in China, London 2012 is also being billed as an event for the whole nation. The key lesson for marketers targeting the 2012 Olympics is that competition to stand out will be fierce, and sponsors will have to develop intelligent strategies if they are to make the most of their huge investment in the Games.
ISSN:0025-3650