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Brand Protection l Chapter Eight

  • The TV guide magazines TV Pia, TV Guide Torino Special and TV Station, with total circulation of


New Zealand In New Zealand, the campaign received extensive support from the NOC, with publication of the print announcements in various daily newspapers, prominent coverage in NOC communications platforms, and direct communication with journalists.

  • In January and February 2006, the colour advertisement was placed in:

    • the metropolitan daily newspapers New Zealand Herald, Otago Daily Times, Dominion Post and The Press, with total daily circulation of 434,483

    • New Zealand’s 17 regional daily newspapers, amounting to 51 placements, with total daily circulation of 241,421

    • the national newspapers Waikato Times, Sunday Star Times and National Business Review targeting the business community, with total circulation of 258,411

    • the leading magazines NZ Listener, North and South and Air New Zealand targeting a broad audience

  • The campaign was featured in the NOC electronic newsletter and NOC magazine. The NOC conducted direct discussions on the issue of ambush marketing with the media and the issue was raised in 17 different media platforms from January 12 to 21, 2006.

Key Results

  • In certain countries up to 73% of the population was exposed to the campaign

  • NOCs were vital for the international implementation of the campaign and played a key role when interacting with the local media community

  • Unprecedented interest of the media in ambush-related matters

  • Growing interest in the NOC community for brand protection matters

IOC Marketing Report – Torino 2006 l 119

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