• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14

Olympic Games Event

Extracts from this document...

Introduction

Event Planning and Development (CATE2011) Coursework Assessment 5 January 2006 Contents Page 1. Introduction 3 2. Sydney Olympic Games 2000 4 - 5 3. The Impact of the Event 6 - 7 4. Sponsorship of the Event 8 - 11 5. Strategic Marketing of the Event 11 - 13 6. Conclusion 13 References 1. Introduction The purpose of this report is to examine and critically analyse a specific event. The event which will be used in this assignment is the Sydney Olympic Games 2000. The reason for the chosen event is based on its scale. The Olympic Games are a major scale event and with the events media coverage can attract a significant amount of visitors. This report will analyse this event in terms of the following; the impact of the event, sponsorship of the event and strategic marketing of the event. 3 2. Sydney Olympic Games 2000 The Sydney Olympic Games were justifiably heralded as the "Best Olympic Games ever". They were a great sporting spectacle, enjoyed daily by hundreds of thousands of spectators and billions of TV viewers world-wide. The facilities were top class and the organisation was both impeccable and welcoming. That alone is quite something. But there was even more. Sydney's games were known as the 'Green Games'. Even Greenpeace awarded the organisers a Bronze Medal for environmental achievement and the event reinforced the International Olympic Committee's claim that environment is the third pillar of Olympism alongside sport and culture. ...read more.

Middle

dot com sponsor, and is testament to a company whose competitors' marketers have gone from spending millions on Super Bowl advertising breaks to having ample time to watch daytime television in less than a year. The company is working with the full range of Olympic participants, from the thousands of volunteers that are the backbone of the Games to top-flight athletes whose sporting career will one day come to an end, and who all need career advice and management. But why would a first-time sponsor align itself with a major sports event whose image, crucial to its commercial success, was arguably tarnished? After all, at a major 8 conference held at the University of Sydney during the 2000 games the Australian Judge Patricia O'Shane noted, in a debate on the moral health of the Olympic movement, that: "The IOC is not living up to the ideals it expects the athletes to embrace. It certainly doesn't hold moral and ethical values at the core of its business." It would appear that consumers think the same way - a nation-wide poll undertaken by Performance Research shortly after the Salt Lake City scandal broke indicated that 40% believed "Their overall impression of the Olympics has been damaged". But it seems that in the minds of most consumers there's a distinction between the IOC and the Games and the companies who sponsor them. ...read more.

Conclusion

"For us, the years of hard work prior to an Olympic Games have become the real cornerstone of our marketing programs, providing tangible results," Shepard says, "and then in the final months and weeks as the world focuses on the Olympic Games there's a power surge of activity that keeps us challenged and excited." Visa's preparations for the Sydney Olympics began in earnest in 1997, when it formed an exclusive Destination Marketing consortium with three premier Australian travel and tourism partners. This successful partnership has resulted in more than US$40 million in marketing value for Australia to date. (international.visa.com/av/main.jsp) One of the keys to Visa's marketing success is the focus on the Olympic host city and country, sometimes overlooked by others. When Sydney, ranked consistently as the world's most desirable tourist destination, was named host to the 2000 Olympic Games, it was natural that Visa, the world's leading payment brand, would want to connect the three great brands: the Olympic Games, Visa, and Sydney, Australia. 6. Conclusion To conclude, this report has identified what made the Olympic Games 2000 such a successful event. It has analysed the impact of the event, the strategic marketing of the event and the main sponsorship of the event. In addition, it has examined these factors in depth and found that these aspects are what made the Sydney Olympic Games 2000 unique. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Th external looks at the opportunities and threats present in the environment in which the organisation operates. Carrying out a SWOT analysis requires research into an organisation's current and future position. The analysis is used to match an organisation's strengths and weaknesses with the external market forces in the business environment.

  2. Marketing Media and Audience Feedback

    if the price rises the demand may fall as people could start to buy fewer newspapers. As a general rude, when the demand for The Sun increases, the price seems to fall. Many points have been discussed about the factors which influence the price which The Sun charges, being 35p Monday to Friday, and 55p on a Saturday.

  1. Viral Marketing

    Mary Kay Cosmetics and Amway, brands that relied on social networks to inform potential customers about their products, used this technique with great success to build highly recognizable brands. Viral marketing, emails have been one of the most feasible and effective tools especially to those who have small business, those

  2. The principles of marketing.

    18,500 Just Seventeen full page (black and white) 4,900 Just Seventeen full page (colour) 7,930 Edinburgh Herald and Post full page (black and white) 3,080 Carlton 30 second weekday peak time spot (1926hrs - 2330hrs) 23,000 Grampian TV 30 second weekday peak time spot (1800hrs - 2300 pm)

  1. Business Coursework Marketing Plan

    I will start with a large radio, poster and flyer, promotional event and local paper advertising campaign. The size of this campaign will be effected by how much money I have available to spend on it while not endangering my business.

  2. As the Marketing Manager of this ice cream firm, CALMOR, I have written this ...

    This tells us that most advertising that is wanted to be done on television should be done on these two channels. As questions 17 and 18, are about the receiving of sky and cable channels these should also be considered as very possible avenues of advertising, although these television packages

  1. Discuss the importance of the notion of "involvement" for the purpose of designing a ...

    Besides, it introduced that the organization needs to understand the communication process with the audiences before designing a message to influence their responses in terms of attitude and behaviour. To summarize the above definitions, it is obvious that an organization should communicate with its target audiences through a clarified, consistent message via different marketing communication tools.

  2. The Coca Cola company - You need to consider the current market, find a ...

    Secondary research: using existing information. The marketing department is also responsible for developing the businesses, Marketing Mix. This means that they must get the right: * PRODUCTS - what features does the product have that make it suitable for the target market?

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work