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Chapter Six l Ticketing

Ticket Promotions

The Marketing Department of the Turin Organising Committee was responsible for all technical aspects of promoting the sale of Olympic Winter Games tickets to various target markets, including:

  • the publiche public

  • associations and federations for winter sports in Italy

  • residents of the mountain and valley areas of the Piedmont Region

  • schools and other educational organisations

Four major promotional approaches were used to raise awareness among these audiences:

  • traditional advertising

  • newspaper promotions

  • direct mail

  • sponsor points of sale

Olympic Sponsor Support

Several Olympic sponsors contributed to the success of the Torino 2006 Ticketing programme:

  • Visa provided and operated the payment systems for the purchase of Torino 2006 tickets

  • TicketOne offered Torino 2006 tickets online and at 350 retail points of sale

  • Sanpaolo promoted and sold Torino 2006 tickets at 3,000 bank branches

104 l IOC Marketing Report – Torino 2006

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