The Olympic Winter Games Global Promotional Campaign The Success of Celebrate Humanity in

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1 Global Promotional Programme 2002

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3 Table of Contents The Olympic Winter Games Global Promotional Campaign The Success of Celebrate Humanity in Objective of the Celebrate Humanity Winter Campaign Television Radio Print Language and Local Adaptation Issues Implementation Contact Information Worldwide Research Study on the Image of Olympism Appendix

4 The Olympic Winter Games Global Promotional Campaign The Olympic Games is the greatest event in the world. As we approach the 2002 Olympic Winter Games the IOC is pleased to present the Global Promotional Programme for Winter, Celebrate Humanity. The Celebrate Humanity Winter campaign follows the success of the first Celebrate Humanity campaign launched for the Sydney 2000 Olympic Games. The Campaign: communicates the extraordinary and inspiring values embodied within the Olympic Games; rejoices in the real stories of remarkable perseverance, goodness, and honour demonstrated time and time again in an Olympic Games; invites the world to celebrate the core values in which the Olympic Movement is founded. One new component of the winter campaign is the addition of promotional announcements targeted to young adults. The announcements were produced following the requests from broadcasters to create announcements that promote the values of the Olympics to the younger demographics. TBWA/Chiat Day, has again developed and produced the creative message. We invite you to embrace the Olympic values and support this unique global campaign that celebrates the very best in all of us. This Celebrate Humanity kit contains all the necessary materials in order for you to support this programme: A VHS tape containing the television and radio announcements. A booklet containing copies of the print campaign, all scripts and descriptions of each promotional spot and logs of all television and radio announcements. We have also provided a synopsis of the worldwide Olympic image study results. Broadcast quality tapes and print artwork can be ordered through the IOC Marketing Department. Numerous organisations and individuals have donated their time, skills and services to assist the IOC in the production of this campaign. The IOC sincerely appreciates this generosity and acknowledges the support. 2

5 Celebrate Humanity: Promoting the Olympic Image The success of Celebrate Humanity in 2000 For the first time, the IOC launched a global Promotional Programme to air leading up to and during the Sydney 2000 Olympic Games. The programme themed Celebrate Humanity was designed to communicate the core values of the Olympic Games. The promotional announcements, created and produced by award-winning advertising agency TBWA/Chiat Day, included six television announcements, eight radio announcements and complementary print executions. Celebrate Humanity was originally produced in English, French and Spanish, and subsequently translated into fifteen additional languages. Academy Award winning actor Robin Williams narrated the English-language version of Celebrate Humanity. Many of my favourite Olympic memories were not gold medal situations. They were inspiring moments of humanity that transcended borders, obstacles and languages and unified people around the world. I feel this campaign conveys that, and I am proud to be a part of it. Robin Williams Broadcasters around the world aired the six television spots, providing extensive coverage for Celebrate Humanity. The IOC has been encouraged by the outstanding support from our broadcast and media partners. Positive feedback from broadcasters and from viewers and readers has proved that Celebrate Humanity, through its inspirational messages, enhances Olympic coverage. In Australia alone, media partners provided more than US$10 million in support of "Celebrate Humanity", and the slogan became a common part of the Australian Olympic Games broadcasts. CNN International aired the campaign around the world for more than eight months at a rate of 30 times per day an estimated total of more than 6,500 times. 3

6 Radio, print, and other media support for "Celebrate Humanity" was extensive. Celebrate Humanity aired on 203 radio stations in 25 markets in the United States, for a total of more than 11,000 spots. More than 100 further countries aired the audio campaign. Global print versions of the campaign appeared in more than 30 U.S. and international publications, including the magazines of Worldwide Olympic Partner, Time, Inc. Sports Illustrated, Time and Fortune. The campaign also ran in Rolling Stone, National Geographic, USA Today, and many other sporting magazines and in national media throughout Australia. Through Val Morgan, a leading distributor of cinema advertising, Celebrate Humanity ran in cinemas throughout Australia and New Zealand, as well as in key markets in the United Kingdom, the United States, Latin America and the Middle East. More than 30 international airlines aired Celebrate Humanity in the lead up to and during the Sydney 2000 Olympic Games. During the Games, Celebrate Humanity aired on large screens at each Olympic venue and Olympics Live site, as well as on screens around the world, including Kodak's large screen in Times Square, New York City. The Olympic advertising and marketing promotions both on TV and radio has been the most effective campaign I ve seen or heard in the many years I have been involved in the Olympic Movement. They dramatically portray the talent, courage and endurance of the young men and women who enter the arena in the pursuit of excellence. The campaign places the Olympics where they belong with the athletes. Bud Greenspan, renowned Olympic filmmaker 4

7 Objective of the Celebrate Humanity Winter Campaign The objective of the Olympic Global Promotional Programme 2002 is to communicate the core values of the Olympics and why the Olympic Games are special. These core values are not generally top-of-mind, except during the time of the Olympic Games. Therefore, it is important to remind the public of the Olympic values and ideals on a more frequent basis. For this reason the IOC has produced the Celebrate Humanity campaign for presentation in the television media as well as for print and radio. Broadcasters can use the promotional announcements to: raise awareness of the Olympic Games and those attributes that make the Games special; increase excitement and help to build further interest in the upcoming Salt Lake Olympic Winter Games and the television and radio broadcasts; support overall marketing initiatives among Olympic marketing partners and broadcast advertisers, endorsing overall support for the Olympic Movement or Games broadcasts; provide a positive platform for the advertising sales effort and for broadcasters Olympic association; secure ownership of the Olympic broadcast in the minds of the viewing public by broadcasting the announcements on a regular basis. Promotional programming is very important to both the Olympic Family and to Olympic broadcasters. The IOC is providing the Olympic Family, Olympic Partners and its broadcast partners with a full range of exclusive promotional announcements to strengthen their association with the Olympic Games and to help to remind viewers of the special attributes associated with the Olympics. NOCs and the Olympic Family can use the Celebrate Humanity promotional campaign to strengthen the awareness of the Olympic Games by: maximising Olympic coverage and promotions with broadcasters; incorporating the television announcements into presentations and speeches; placing print ads in organizational publications. Olympic Partners can use the Celebrate Humanity promotional campaign to strengthen their association with the Olympics by: using the television announcements internally to motivate employees and build awareness of Olympic involvement; incorporating the television announcements into presentations and speeches; placing the print ads in corporate publications to promote the Olympic ideals; running paid television advertising in parallel with the placement of the Celebrate Humanity promotional announcements on broadcast rights holder network/station. 5

8 Television The television component of the Olympic Promotional Campaign consists of eight announcements of varying lengths (:60, :45, :30 and :20) and has been produced in English and French. Hours and hours of Olympic Games footage has been studied with the aim of finding those stories and moments which give the Olympic Games their true meaning. The television announcements have also been produced in a clean version and do not contain voice-overs for translation to native languages. The IOC is particularly pleased to announce that Robin Williams has once again kindly donated his time to provide the voice for some of the English television announcements. Bobsled For the first time, a bobsled team from Jamaica came to the Olympic Winter Games. They did not win a medal, but won the hearts of the crowd for making the effort to be there, and take part. This spot/announcement salutes them and all those who epitomise the joy in effort. Bobsled (:30 and :20 seconds) ANNR: They came out of nowhere. They were the underdogs. No one thought they could win. And they didn t. But the world sure loved them for trying. Here s to the Jamaican Bobsled team. 6

9 The Hermannator After his horrific fall in the men s downhill at the Nagano Winter Games, Austrian Hermann Maier picked himself up and a few days later skied on to win two gold medals. Hermannator pays tribute to man s determination. The Hermannator (:30 and :20 seconds) ANNR: Falling is Easy Getting back up, That s the hard part. Ski Jump Ski Jump is our tribute to human triumph over personal fears borne from the desire to go beyond ones limits. This announcement is an example of what the human spirit can accomplish and what the human spirit can overcome in the quest for greatness. Ski Jump (:30 and :20 seconds) ANNR: The human spirit can overcome many things. Little things like fear and even big things like gravity. Smile A reminder that the Olympic Games are about more than sport. They are about some of the simple things in life. On a worldwide level, a smile is the same in any language. Smiles transcend languages and sportsmanship. The Olympic Games often produces a smile and here we have captured many of them. Smile (:60 seconds) ANNR: When you smile, I smile, that s the deal. I will not walk past you and not look you in the eyes and not acknowledge you. Instead we will pass each other and say hello. Not with our words, for they are not the same; but with our faces. I meet you and I see there is good in your eyes, there s passion in your heart and there s a friendly hello in your smile. And for the first time we can relate and appreciate each other. That s all it takes, that s where it starts. Because I know that you will smile and I will smile and the rest is easy. 7

10 Opponent This promotional announcement expresses the altruistic essence of good sportsmanship at the Olympic Games. In the true spirit of athleticism, it is the will and perseverance of each athlete which encourages and inspires his or her competitors. This announcement is a montage using several athletes from various Olympic Games focusing on the intense emotions involved in one-on-one competition. The voiceover begins with: You are my adversary, but not my enemy, and ends with: For, without you, I am a lesser man. Opponent (:45 and :30 seconds) ANNR: You are my adversary, but you are not my enemy. For your resistance gives me strength. Your will gives me courage. Your spirit ennobles me. And though I aim to defeat you, should I succeed, I will not humiliate you. Instead, I will honour you. For without you, I am a lesser man. Giant This announcement captures the heroism and honour of the winter athlete competing against nature, against man and against mountains. Large and small, male and female, there are many giants made in the Olympics; it s these that we honour. Giant (:60 seconds) ANNR: To be a giant. This has forever been our passion, this desire to be a giant Not to stand on one s shoulders or have one for a friend. Those these may be fortunate things. But to be one. Giants step over barriers that seem never ending. They conquer mountains that appear insurmountable. Giants rise above fear. Triumph over pain. Push themselves and inspire others. To be a Giant. To do Giant things. To take Giant steps. To move the world forward. 8

11 Olympian This announcement is targeted towards youth and young adults. Even with the countless interests and distractions the youth of the world still find the core values of the Olympics relevant and powerful. Through the eyes of a less traditional Olympian, the appeal of the Olympic Games in bringing people from different races, religions and cultures together. Olympian (:45 and :30 seconds) ANNR: I am an Olympian Transcending my sport, race, culture and country. I am an agent of peace, of change. With my presence the world grows more understanding of my sport, race, culture and country. I am an Olympian. Citius, Altius, Fortius The Games are about trying harder and going farther. This spot shows how far the Games have come with snowboarding and freestyle skiing now playing a role as major events. Citius, Altius, Fortius (:30 and :20 seconds) ANNR: Music only Enclosed in this kit are tapes with all versions: English and French. 9

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13 Radio The radio component of the Olympic Promotional Campaign consists of four announcements mirroring the print campaign, each 60 seconds in duration. Again, specific stories are picked up on demonstrating the trials and triumphs of Olympic athletes. They are designed to capture the essence of being at an Olympic Games and to evoke memories. Dan Jansen Despite personal tragedy and professional disappointments, American speed skater Dan Jansen never gave up his dream of winning a gold medal. And after ten years of trying, that dream eventually came true where at the Lillehammer Olympic Winter Games he won a gold medal. ANNR: One of the Winter Olympic games most exciting speed skating championships wasn't determined in a hundredth of a second. It was a race that took ten years, spanned three continents, and revolved around a tragic death and a last second slip. Dan Jansen was supposed to win the gold in He didn't. In 1988, before the start of the race, Dan was told his sister, Jane, had died of Leukaemia. With this weighing on his mind, he raced poorly, and again walked home empty handed. Dan Jansen had another chance in 1992, but his hopes were crushed once more when he slipped on the ice. The 1994 Games in Lillehammer were to be his last chance. With only one race left in his career Dan Jansen skated for his life. Incredibly he slipped at the last turn but didn t fall. As he raced past the finish line, he read the official time. A new world record. Finally he had won gold. On his victory lap, he carried his baby daughter on his shoulders. Her name is Jane after his sister. The Olympics. A Celebration of Humanity. 11

14 Eugenio Monti The generosity of one bobsled driver helping another to win is the basis of a well-known story which portrays the true spirit of sportsmanship. This announcement tells the story of Eugenio Monti, the Italian bobsled driver who upon hearing that the British bobsled team would not be able to make their run due to a broken bolt, gave the British team a bolt from his own sled. This provided the British team with an opportunity to beat the Italian team and take the gold medal at the Innsbruck Games. ANNR: It was a cold, winter afternoon in Innsbruck. At the Olympic two-man bobsled competition, the British team driven by Tony Nash had just completed its first run, which had put them in second place. Then they made a most disheartening discovery. They had broken a bolt on the rear axle of their sled. They would have to quit the competition. At the bottom of the hill, the great Italian bobsled driver, Eugenio Monti, heard of their plight. Without hesitation, he removed the bolt from his rear axle and sent it to the top of the hill. The British team completed their run and won the gold medal. Monti s Italian team took the bronze. And for his selfless act, Monti was awarded the De Coubertin Medal for Sportsmanship. Later, Monti deflected any praise, saying, Tony Nash did not win because I gave him a bolt. Tony Nash won because he was the best driver. The Olympics. A Celebration of Humanity. Johann Koss While he was one of the greatest speed skaters of all time, Norwegian four-time Olympic gold medallist Johann Koss will be remembered for his generosity and efforts through his initiative, Olympic Aid. ANNR: Eritrea is not known for speed skating. But, in the case of Johann Olav Koss, it can call the Norwegian skater one of its own. Johann first visited Eritrea in 1993 with Olympic Aid, an organisation that helps underdeveloped nations. Eritrea was a war torn country whose children were unable to be children. For them a game of soccer involved nothing more than a rolled up shirt. Johann wanted to help. He realised he could get the world s attention about this situation by performing well at the Lillehammer Games. But he would need to win Gold. And he did just that. Not once, but three times. Each a new world record. The cameras began to swarm. Johann began to talk. A little about himself. A lot about Olympic Aid. Soon after the Games, Olympic Aid delivered the first of many packages to Eritrea. It included a soccer ball for those same children Johann had visited the year before. The Olympics. A Celebration of Humanity. 12

15 Truce With peace being one of the founding principles of the Olympics, Truce is the story of two warring countries putting aside their differences and coming together on the field. ANNR: In 776 B.C., the Greek states of Elis and Pisa were at war. This was not unusual by any means. What was unusual was this: In honour of the forthcoming Olympic games, both sides agreed to lay down their arms and allow participants to pass through enemy territory unharmed. This became a tradition, and in over 1,000 years of ancient Olympic competition, this sacred truce, known as the ekcheiria, was never violated. We invite the countries of the world to embrace this ancient tradition once more by suspending all hostilities during the Olympic games. If we can stop fighting for 16 days, maybe we can do it forever. The Olympics. A Celebration of Humanity. 13

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17 Print The print component of Celebrate Humanity mirrors the radio promotional announcements and tells three Olympic stories, each one a reflection again on the true spirit of Olympism. The four Celebrate Humanity print ads are: Dan Jansen Despite personal tragedy and professional disappointments, American speed skater Dan Jansen never gave up his dream of winning a gold medal. And after ten years of trying, that dream eventually came true where at the Lillehammer Olympic Winter Games he won a gold medal. (see attached ad) Eugenio Monti The generosity of one bobsled driver helping another to win is the basis of a well-known story that portrays the true spirit of sportsmanship. This announcement tells the story of Eugenio Monti, the Italian bobsled driver who upon hearing that the British bobsled team would not be able to make their run due to a broken bolt, gave the British team a bolt from his own sled. This provided the British team with an opportunity to beat the Italian team and take the gold medal at the 1964 Innsbruck Games. (see attached ad) Johann Koss While he was one of the greatest speed skaters of all time, Norwegian four-time Olympic gold medallist Johann Koss will be remembered for his generosity and efforts through his initiative, Olympic Aid. (see attached ad) Celebrate Humanity For all the glory, honour, and pride that we share with the Olympic athletes in their achievements, there are others without whom these achievements would not be possible. This print execution expresses gratitude to the worldwide Olympic Sponsor companies whose dedication to the Olympic Movement and the Games helps to make the Olympic dream a reality. (see attached ad) These advertisements are being produced in double-page spread and single-page format. If you would like to use this advertising in a publication, please contact IOC Marketing and we will provide the appropriate materials. 15

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19 MOST SPEED-SKATING VICTORIES COME DOWN TO 1/100TH OF A SECOND. THIS ONE TOOK OVER A DECADE. Of all the Olympic stories that teach us about perseverance, very few are as memorable as that of Dan Jansen. The world first met Jansen at the 84 Games in Sarajevo, when the relatively unknown American placed an impressive 4th in the 500-metre race. By Calgary in 88, he was favored to win the 500- and 1,000-metre races. But fate had other plans. Jansen s sister had been suffering from leukæmia and died just minutes before race time. In his final conversation with her, he promised to win in her honour. But instead Jansen fell. Not just once, but in both races. He left Calgary empty-handed. Four years later Jansen was again favoured to win, this time in Albertville. But after a disappointing performance, he again left without a medal. In 1994, Jansen prepared for his fourth Olympic Games, in Lillehammer. He knew it would be his last chance and hoped he could put his past behind him once and for all. But on his first race, to the horror of everyone watching, Jansen slipped yet again during the 500 and finished 8th. Only one race remained. The last of his career. Four days after that unfortunate fall, the starting gun sounded for the start of the 1,000. And everything magically fell into place. A decade of disappointment suddenly was erased as Jansen took first place and set a new world record. During the victory lap, he picked up his daughter and carried her around the ice. They had named her Jane, in honour of his late sister. The perfect ending to a story that has become an inspiration to athletes around the world. CELEBRATE HUMANITY I.O.C. All rights reserved. Photo courtesy of Allsport.

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21 AN OLYMPIC STORY THAT TEACHES US THE VALUE OF SPORTSMANSHIP. AND HARDWARE. The rarest medal in the Olympics wasn t created from gold, but a bolt. The story begins on a cold, winter afternoon in Innsbruck at the 1964 Olympic two-man bobsled competition. A British team driven by Tony Nash had just completed its first run, which had put them in second place. Then they made a most disheartening discovery. They had broken a bolt on the rear axle of their sled, which would put them out of the competition. At the bottom of the hill, the great Italian bobsled driver Eugenio Monti, who was in first place, heard of their plight. Without hesitation, Monti removed the bolt from the rear axle of his own sled and sent it to the top of the hill. The British team affixed it to their sled and then completed their run and won the gold medal. Monti s Italian team took the bronze. When asked about his act of sportsmanship, Eugenio Monti deflected any praise, saying, Tony Nash did not win because I gave him a bolt. Tony Nash won because he was the best driver. The story of Monti s selfless act spread. And because of it he was given the first De Coubertin Medal for sportsmanship. The award, named after the founder of the modern Olympics, is one of the noblest honours that can be bestowed upon an Olympic athlete. In other words, the most precious hardware any Olympian can own. CELEBRATE HUMANITY I.O.C. All rights reserved.

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23 AFTER OLYMPIC FAME, FOUR GOLD MEDALS AND THREE WORLD RECORDS, JOHANN FINALLY FOUND SOMETHING HE WAS REALLY GOOD AT. When Olympic Aid first sent Johann Olav Koss to Eritrea in the fall of 1993, he didn t like what he saw. In the little country that had just been liberated from Ethiopia, children weren t able to be children. They tried to play, but blown-out war tanks got in their way. When they found a patch of dirt, they played soccer with nothing more than a rolled-up long sleeve shirt. Johann wanted to help, and with the Olympic Games quickly approaching, he devised a plan. A plan that would use any time he might have in the spotlight to publicize the plight of the children, and Olympic Aid s mission to help them. Johann had two things going for him. The Olympics were going to be in his home country of Norway, and it just so happened that Johann could skate really, really fast. A few months later, stunned spectators watched as he did more than just win the 1,500-, 5,000- and 10,000-metre races. He set world records in all of them. Then the cameras began to swarm. The interviews began to happen. And Johann began to talk. A little about himself, a lot about the children. Olympic Aid went on to raise over $18 million, and Johann was ready to return to Eritrea. When he got there, he found the same group of kids he had met on his first visit and gave them a brand new soccer ball. Upon seeing their smiles, Johann realized he had a new career. To this day, Johann and other Olympic athletes travel the world for Olympic Aid, raising money and helping children. Johann hasn t changed much. When asked about his Olympic endeavours, he soon changes the subject back to the children and his next mission. He knows the job won t be finished until everyone believes in Olympic Aid s motto: Every child has the right to play. CELEBRATE HUMANITY I.O.C. All rights reserved. Photo courtesy of Allsport.

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25 CELEBRATE HUMANITY. Every two years the world comes together for an extraordinary event called the Olympic Games. This celebration of more than 200 countries provides an opportunity to honour and to learn from one another. The moments we witness are priceless. Like the time the sweet smile of a 17-year-old Russian girl named Olga taught us that our differences weren t as great as they seemed. Or when a father and his injured son finished a race together and defined determination.these moments belong to us all and are made possible, in part, with the help of our Worldwide Corporate Partners. Not only do these companies understand the importance of the Olympic Movement, but they have provided food, shelter, training facilities and more to the world s athletes. We thank them for their dedication and ask the world to return the favour by supporting the companies that advance the spirit of the Olympics I.O.C. All rights reserved.

26 Language and Local Adaptation Issues To provide maximum flexibility and to make these promotional announcements as meaningful as possible for local audiences around the world, a "clean" version of each television and radio announcement is available. Clean versions contain no voice-over. These will allow you to produce further language versions for your viewers and listeners. The scripts of each announcement are enclosed to allow for local dubbing. The words and interpretation of the text are extremely important to these announcements. It is essential that each announcement be recorded with no changes. Translations must be as exact as possible. Due to legal restrictions inherent in talent agreements for promotional/public service announcements of this type, the text cannot be altered in any way, nor can any form of commercial message be added to the text or placed at the end of the announcement. The English version, as the original text, should be used as a base for translation and interpretations/delivery of message. How to localise the announcements: 1. Fax the form provided in the Appendix and a copy of the translated text to the IOC Marketing Department ( ) for review and confirmation of the translation before production. IOC Marketing will fax or approval. 2. Please send a copy of your produced announcement on VHS tape to IOC Marketing for archives. It is essential that approval be obtained before the announcement is broadcast. This guarantees continuity of the campaign around the world. It also protects you and the status of this campaign as a promotional/public service programme, and prevents possible legal complications. How you can add a station message: Broadcasters cannot alter the television or radio promotional announcements in any way by introducing a third-party or station message as this would breech existing agreements for promotional/public service announcements. We understand that many Broadcasters will want the opportunity to link their Olympic Broadcaster status with this Celebrate Humanity promotional programme. The following are guidelines for an acceptable rights holder/broadcaster promotional message: 1. The rights holder/broadcaster message can only be run following the Celebrate Humanity Olympic promotional announcement. 2. Olympic rights holder/broadcaster may run a message that immediately follows the announcement only on a separate screen and with a clean break after the end of the Celebrate Humanity Olympic promotional announcement. 24

27 3. The rights holder/broadcaster message may contain reference to the station as e.g. "Canada s Olympic Network" or "Your Olympic Network" with appropriate tune-in references. Broadcasters can also use statements like "The Olympic Games will be brought to you in February on this station," or "Watch the Olympic Games on station X." No other type of message is permissible due to legal constraints. If you have questions about this or wish to discuss a particular station message, please contact IOC Marketing. Implementation As an official Olympic Games broadcast rights holder, each Broadcaster is contractually bound by the terms of the Salt Lake Rights Holder Agreements, "The IOC/SLOC/Broadcaster Television Agreement for the XIX Olympic Winter Games," and subject to the terms that obligate each station to run Olympic promotional announcements provided by the International Olympic Committee, in prime time and in increasing frequency leading up to and during the Games period. The Olympic 2002 Promotional Programme will utilise this contractual obligation. The IOC hopes that the Broadcast Partners will give this programme strong support and air these announcements in prime time and at weights that will allow audiences to see all the announcements regularly. Individual contracts detail the number of spots agreed to, but it is hoped that this will be expanded to support the programme with an increasing number of announcements as the Games gets closer. Showing these announcements regularly will help drive awareness and your association with the upcoming Games and consequently improve ratings during the Games. Although broadcast contracts stipulate airing on a weekly basis, Broadcasters can run the announcements in flights, grouping the spots over several weeks and running with greater frequency. Broadcaster Reporting The IOC asks your co-operation in advising when the announcements have run, as it will be important for the IOC to keep a record of each Broadcaster s support and commitment. Included in the Appendix is a Reporting Form providing a simple format to document which announcements have been run and when. Your co-operation in completing this form is essential to the successful implementation of this programme and to the fulfillment of your contractual obligation. In addition, the IOC is interested in your comments on this Programme and welcome your input. Please contact IOC Marketing. 25

28 Contact Information IOC Marketing Chateau de Vidy CH 1007 Lausanne Switzerland Tel Fax Michael R. Payne IOC Marketing Director Karen Webb Group Manager, Marketing Communications Sponsors: Please direct requests or questions to Meridian Atlanta NOCs: Please direct requests or questions to Meridian Lausanne Meridian Management SA, Atlanta 3424 Peachtree Rd, NE Suite 2050 Atlanta, GA USA Tel Fax Meridian Management SA, Lausanne Centre Commercial de Signy Case Postale Signy 2 Switzerland Tel Fax Christy McLeod Vice President, Marketing Services cmcleod@meridianmgt.com Laurent Scharapan Managing Director lscharapan@meridianmgt.net TBWA/Chiat Day 5353 Grosvenor Blvd. Playa Del Ray, CA Tel Fax Maggie Silverman Worldwide Account Director maggie.silverman@tbwachiat.com 26

29 Worldwide Research Study on the Image of Olympism The International Olympic Committee (IOC) commissioned an independent research agency to conduct a programme of research to examine the imagery and attributes of the Olympic Games. This is the most comprehensive research analysis ever undertaken on the Olympic Movement. This study forms the basis for an overall strategic marketing communications programme designed to communicate the attributes of the Olympics and what makes the Olympic Games special. Background to the global research undertaken in 1998, 1999 and 2000: The first phase of this research, which took place in mid-1998, comprised qualitative consumer research, in-depth interviews with members of the Olympic Family (athletes, IOC members, and representatives from NOCs and IFs), Olympic marketing partners, and the media, followed by quantitative research in 11 countries (with a total sample of 5,500 respondents). The second phase of the research programme, conducted in September 1999, was a smaller-scale quantitative project, aimed at validating the results from the first phase in light of all the recent events surrounding the Olympics. This phase was conducted in six of the original 11 countries plus Australia, as the next Olympic Games host country (with a total sample of 3,500 respondents). The third phase of research was conducted immediately following the Sydney 2000 Olympic Games. This was a brand tracking study conducted in 10 countries and included participants from the ages of The findings of these studies showed remarkably high and enduring appreciation for the values of Olympism. The result of each study was overwhelmingly consistent across gender, age, and cultural differences. Results were also consistent between to the three studies. The studies also validate the basic findings of two multi-country public opinion surveys conducted for the IOC in February and March 1999, as well as the findings of polls conducted by the United States Olympic Committee in the U.S. during that period. These research polls demonstrated that while the public was disappointed and concerned with the International Olympic Committee as an institution, the public continued to hold the Olympic Games, the athletes, and the Olympic values in high regard. Key Findings Television viewing interest in the Olympic Games was measured in 1998 and Slight differences did occur between the two phases of research showing that interest in viewing the Olympic Games generally has increased. In 1998, 92% of respondents expressed interest in watching the Olympic Games. In 1999, 95% of respondents expressed interest in watching the Olympic Games. The Sydney 2000 Olympic Games now stand as the most watched sporting event ever. More than 3.7 billion people tuned in to watch, representing a twenty percent increase over the 199 Atlanta Games four years before. 27

30 Respondents were asked to select one response from a list of phrases to describe how they perceived the Olympic Games: The Olympic Games is just a sporting event The Olympic Games is a multi-national sporting event The Olympic Games is a sporting event with ceremonial traditions The Olympic Games is an international entertainment festival The Olympic Games is an opportunity for global peace Attitudes towards the Olympic Games The most popular response was that the Olympic Games are a multi-national sporting event. More than one-third (38%) of total international sample selected this response in 1999, up a significant four percentage points from The second most frequently selected response was that "the Olympic Games are an opportunity for global peace" (23%). Only 7% of respondents selected the phrase, "The Olympic Games are just a sporting event." In 2000, respondents also felt strongly about their uniqueness and goodwill around the world. 82 percent of respondents said the Olympic Games are special because they only happen once in a while, 77% believe they represent the very best in sport, 77% believe they create a feeling of peace and harmony and 70% believe that nothing brings the world together like the Olympic Games. Most respondents in 1999 agreed that their opinion of the Olympic Games is higher today than it has ever been more than half agreed (55%). This represents a significant increase from the 1998 result of 52% total agreement. The general public universally and uniformly hold the image of the Olympics in very high regard. The Olympic image is held in the same esteem as the Red Cross and UNICEF, two purely humanitarian organisations. Attributes/descriptive words associated with the Olympic Games The public clearly and consistently enunciated the core values that they perceive to be both most associated with and most important to the Olympic image. (The public was asked to describe the Olympics by ranking a list of words. The list of 39 words was generated in the multi-country qualitative research, which were then tested in the quantitative research.) The words that bear the strongest association with the Olympics and that bear the greatest importance in the minds of respondents are: Multi-cultural, Global, Patriotic, Friendship, Determination, Festive, Participation, Peaceful This same group of words was found to be key in the 1999 phase of the study. Respondents agreed that the Olympics are special because they: Create a feeling of harmony and peace (85%) Represent the very best in sport (84%) Happen infrequently (82%) 28

31 Attributes mentioned but with low association with the Olympics were: Arrogant, Selfish, Distant & Aloof, A chance to escape, Exploitative, Self-centred, Political, Showy At the conclusion of the 2000 Olympic Games, respondents most closely associated the Olympic Games with striving, unity, respectful and inspirational. And in the age group the attributes most important to them were friendship, trustworthy and fair competition. In addition, in public opinion, the Olympic Games: Are about taking part, and not necessarily winning (79%) Have something for everyone (76%) Help bring the world together (76%) Marketing and the Olympic Games The respondents saw Olympic sponsorship in a very positive light when they were asked to agree or disagree with a series of statements. Commercial association with the Olympic Games is welcomed if it helps to keep the Games viable (77% agreement). Commercial association with the Olympic Games can in fact have a positive impact on favourability towards a sponsor company, as 53% of the sample agreed that they feel more favourable towards a company if it is associated with the Olympics. It is also important to consumers that sponsors communicate their association with the Olympic Games. The vast majority of the sample (82%) agreed that Olympic sponsors should link their advertising and promotions with Olympic ideals to help ensure that the Olympic message is understood. There was no significant change in these attitudes between phases of the research. 29

32 Appendix Broadcast Transmission Form Translation Approval Request Form IOC/NOC Broadcast/Print Request Form 30

33 INTERNATIONAL OLYMPIC COMMITTEE CHATEAU DE VIDY, 1007 LAUSANNE, SWITZERLAND FACSIMILE NUMBER (41.21) TEL (41.21) Facsimile Communication Form TO: IOC MARKETING DEPARTMENT FAX N O : DATE: FROM: PAGES: Olympic Promotional Announcements: Broadcast Transmission Form Broadcast Organisation: Contact Name: Address: Telephone: Fax: The following promotional announcements have been broadcast/are planned to be broadcast: Television Please tick the appropriate announcement(s): Radio Please tick the appropriate announcement(s) Bobsled Dan Jansen The Hermannator Eugenio Monti Ski Jump Johann Koss Smile Truce Opponent Giant Olympian Citius, Altius, Fortius

34 FAX COMMUNICATION - BROADCAST TRANSMISSION FORM - PAGE 2 Proposed Schedule: Commencing: Weekly/Daily: Time: Other Information: Date Aired Time Aired Duration of Announcement Household Reach Please send IOC Marketing a copy of these Broadcast Transmission Forms. Thank you for your support of this important programme. 32

35 INTERNATIONAL OLYMPIC COMMITTEE CHATEAU DE VIDY, 1007 LAUSANNE, SWITZERLAND FACSIMILE NUMBER (41.21) TEL (41.21) Facsimile Communication Form TO: IOC MARKETING DEPARTMENT FAX N O : DATE: FROM: PAGES: Olympic Promotional Announcements: Translation Approval Request Form Broadcast Organisation: Contact Name: Address: Telephone: Fax: The following promotional announcements have been broadcast/are planned to be broadcast: Television Please tick the appropriate announcement(s): Radio Please tick the appropriate announcement(s) Bobsled Dan Jansen The Hermannator Eugenio Monti Ski Jump Johann Koss Smile Truce Opponent Giant Olympian Citius, Altius, Fortius

36 FAX COMMUNICATION - TRANSLATION APPROVAL REQUEST FORM - PAGE 2 Attached are translated scripts for the above announcements in the following language(s) and/or dialect(s): Need response by: (Please allow 10 working days for response) First air date is: Please send IOC Marketing a copy of the localised announcement. Thank you for your support of this important programme. 34

37 INTERNATIONAL OLYMPIC COMMITTEE CHATEAU DE VIDY, 1007 LAUSANNE, SWITZERLAND FACSIMILE NUMBER (41.21) TEL (41.21) Facsimile Communication Form TO: IOC MARKETING DEPARTMENT FAX N O : DATE: FROM: PAGES: Olympic Promotional Announcements: IOC/NOC Broadcast/Print Request Form Broadcast Organisation: Contact Name: Address: Telephone: Fax: Please send Broadcast Master television materials in the following format: Beta Digital PAL Beta Digital NTSC Beta Digital SECAM Stereo Mono 35

38 FAX COMMUNICATION - IOC/NOC BROADCAST/PRINT REQUEST FORM - PAGE 2 If you are unable to use Beta DIGITAL format, please indicate an alternate format Beta SP PAL Beta SP NTSC Beta SP SECAM 3/4 Pounce PAL 3/4 Pounce NTSC D2 PAL D2 NTSC D3 PAL D3 NTSC D5 PAL Stereo Mono Shipping details Same as above Other Print We require the following material: Dan Jansen Johann Koss Eugenio Monti Celebrate Humanity Print Specifications 36