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Chapter Eight l Brand Protection

The Korean NOC placed the campaign on its website and distributed leaflets and posters at national sports festivals, to national federations, to local sports organisations, and to Korean NOC local sponsors. Finally, the campaign was featured in the Korean public transport system:

  • 3 Seoul subway lines – nearly 2.4 million passengers daily

  • 1 Pusan subway line – more than 453,000 passengers daily

  • Seoul buses – 33,357 passengers daily

  • Pusan buses – 33,357 passengers daily

Mexico As a result of a major press conference staged by the NOC of Mexico to address the subject of ambush marketing and to introduce the anti-ambush campaign, seven major newspapers in Mexico published articles on the subject on 2 February 2006. The NOC placed advertisements in the sports newspaper Esto and the daily newspaper La Prensa (750,000 total circulation), in the sports newspapers Marcador and Ovaciones and in the daily newspapers El Universal and El Sol de Mexico. The NOC also featured the campaign in its magazine and on its website.

Japan In February 2006, the NOC of Japan provided extensive national exposure to the anti-ambush campaign by placing the Japanese announcements in numerous publications that covered a range of key demographics and interests:

  • The monthly magazine Nikkei Business targeting the business community, with a circulation of 331,000 per issue

  • The sports magazines VS, Sports Yeah! and Number, with a combined total circulation of 322,000

  • The magazines Weekly Pia, Yomiuri Weekly, Sunday Mainichi and Caz & Mart, targeting the adult population, with a combined total circulation of 665,000

118 l IOC Marketing Report – Torino 2006

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