Counting the commercial value of the games

As soon as this year's Olympics in Beijing comes to a close on August 24, the world's eyes will swivel from the East to the West, as London takes the baton for the 2012 Games. An official handover ceremony will see Beijing's mayor pass the Olympic flag to London's newly elected m...

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Bibliographic Details
Published in:Campaign 2008-03, p.9
Main Author: Aitken, Lucy
Format: Article
Language:English
Subjects:
Advertising campaigns
Carbon
Corporate sponsorship
Olympic games
Paralympic Games
Partnering
Social responsibility
Sustainability
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Summary:As soon as this year's Olympics in Beijing comes to a close on August 24, the world's eyes will swivel from the East to the West, as London takes the baton for the 2012 Games. An official handover ceremony will see Beijing's mayor pass the Olympic flag to London's newly elected mayor. The London Organising Committee of the Olympic and Paralympic Games (LOCOG) sees this as the official kick-off for its four-year campaign to usher in the games, and has hired Chime Communications on a one-year contract to promote these first two events. Commercial partners will have a role to play with LOCOG eschewing the traditional sponsorship model of chucking a badge in a sign.
ISSN:0008-2309