Marketing the Olympics

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Marketing the Olympics
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12th Annual Sweeney Report

• Survey conducted in Dec/Jan 99 time of Bid
  scandal
• 1991/92 28 36 respectively - Australians
  said they would attend the Games
• 1999 11 (1 in 9) have it on the calendar
• 12 will probably go
• 17 will possibly attend
• 20 Syndeysiders planning to go (down from 60 in
  1992

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Olympic Store Direct Catalogue

• 1st time direct marketing of Olympic merchandise
  available nationwide through catalogue company
  (Direct Fulfilment Group formerly Myers Direct)
• Features full range of Sydney 2000 merchandise

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1998 Annual ReportSydney 2000 Olympics

• Marketing and Image Group
• Broadened to encompass
• General marketing
• Advertising and media Partner management
• Incorporating theme/brand development and
  execution
• National and international marketing
• Media Partner relationships
• Research
• Sponsor Recognition

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Communications Marketing

• Manages communication of Sydney 2000 M I
  strategies, activities and events
• PR mgmt of The Olympic Journey, The Olympic
  Stores, The Olympic Club
• Announcement of new licensees and new sponsors
• SOCOGs Anti-Ambush and Sponsor Recognition
  Campaign
• Sport Pictograms

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Marketing Operations

• Coordinates the planning and implementation of
  Marketings venue-based activities
• Generic Competition Venue Operating Plan for
  merchandise concession

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Marketing - Sponsorship

• 34 of SOCOGs revenue (Australias largest ever
  sponsorship program)
• 1998 - 600 million
• 1998 24 Team Millennium Olympic Partners
• 12 Supporters 10 Providers
• Recognised by display boards, Internet, news
  releases, official publications, TV, radio, print

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Marketing Hospitality

• Sponsor Hospitality Centres
• SOCOG Hospitality Calenders
• Planning ticket allocation, accreditation, and
  transportation for individual Sponsor Hospitality
  Program

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Marketing Consumer Products

• 1998 57 licensees covering wide range of
  product categories
• Sydney 2000 Olympic Coin Program launched 1997
• 100 countries available for SOCOG to negotiate
  licensing programs
• Olympic Number Plate program (Roads and Traffic
  Authority) - 1998

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Marketing Olympic Stores

• Aims to create revenue from managing branded
  retail outlets
• Outlets include
• Pitt Street
• Intl Airport
• Westfield Shopping (P-matta)