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Chapter Eight l Brand Protection

The key messages of the campaign communicated the identities, roles and contributions of Olympic sponsors, defined ambush marketing and the damage it can cause to the Olympic Movement and presented ideas on how stakeholders can combat ambush marketing.

Contents of the Anti-Ambush Campaign Kit

  • Two template anti-ambush print advertisements – one all text and one containing visual

  • Template letter for local advertising agencies – to solicit their support in the anti-ambush effort

  • Template press release communicating the key campaign messages

  • Tips for local anti-ambush communications initiatives

  • Post-campaign analysis questionnaire

Implementation

  • Anti-ambush campaign kit sent to all NOCs participating in the Torino 2006 Olympic Winter Games

  • Kit was produced in three languages – French, English and Spanish

  • Intensified application, funding and customisation of the campaign in 11 key markets selected by the IOC on such criteria as the history of ambush activities in the market, the relevance of winter sports in the market and markets identified by the TOP sponsors. The 11 markets were: Belgium, France, Germany, Japan, Korea, Mexico, Netherlands, New Zealand, Slovenia, Sweden and Switzerland.

Implementation Highlights

France Advertisements were published from the end of January to the middle of February 2006, with placement in the leading business newspapers Le Figaro and Le Monde (717,000 total circulation), in the daily sports newspaper ’Equipe and in ’Equipe Magazine dedicated to Torino 2006 (724,000 total circulation) and in the two leading marketing and communication publications, CB News and Stratégie. The campaign was also featured on the French NOC website, the NOC newsletter dedicated to Torino 2006 and will be included in the 2006 annual report. The NOC staged a major press conference on 24 January 2006, which attracted attention from major French media.

Korea The campaign was translated into Korean and placed in the magazines Che Yuk, Kook Min Che Yuk 21 and Si Min Che Yuk, targeting a broad adult audience. On 6 February 2006, the NOC staged a major press conference that attracted national print and broadcast media attention.

116 l IOC Marketing Report – Torino 2006

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