Sponsor Guide Beijing 2008 Olympic Games Marketing Department Beijing Organizing Committee for the Games of the XXIX Olympiad July 2008 Dear friends, In order to facilitate the operations of sponsoring companies in the lead up to and during the Beijing 2008 Olympic Games, BOCOG Marketing has developed this Sponsor Guide. The Guide is to serve the following purposes: Pre-Games training: The Guide can be part of your hospitality-related training programs to ensure that communication protocols and general policies Games time are clearly understood. Games-time reference: The Guide should be used in conjunction with the Spectator Guide to ensure comprehensive information awareness. With the active participation and full support of sponsoring companies, BOCOG Marketing Program has achieved strong financial guarantee for the organization and operation of the Beijing Olympic Games. I’d like to take this opportunity to express our heartfelt gratitude to all the partners. At the Games time, the entire Marketing staff with the Marketing Headquarters Team, the Olympic Brand Protection Team,the Hospitality Team and Marketing staff at competition and non-competition venues will spare no efforts to deliver services to sponsors, to protect sponsor rights and interests and to help sponsors solve problems when needed. I hope you will find this Guide a valuable tool and wish you all the best and every success in your Games-time operation and hospitality programs. Yuan Bin Director, BOCOG Marketing Contents 1 Games-time Marketing Structure 1.1 Marketing Headquarters Team 001 1.2 Marketing Venue Team 001 1.3 Olympic Brand Protection Team 001 1.4 Olympic Hospitality Centre (Hospitality Service)Team 002 2 Sponsor Servicing and Hospitality 2.1 Sponsor Servicing 003 2.1.1 Marks Approval 003 2.1.2 Issue Resolution Process 003 2.2 Accreditation 003 2.2.1 Overview 003 2.2.1.1 What Is Accreditation? 003 2.2.1.2 What Is Olympic Identity and Accreditation Card (OIAC)? 003 2.2.1.3 Access Entitlement 004 2.2.2 Accreditation Categories 004 2.2.3 Validation of the OIAC 005 2.2.3.1 Introduction 005 2.2.3.2 Facilities for Validation of the OIAC 005 2.2.3.2.1 In Beijing 005 2.2.3.2.2 In Hong Kong 008 2.2.3.2.3 In Qingdao 008 2.2.3.2.4 In Football Cities 008 2.2.4 Stolen, Lost or Damaged OIAC 009 2.2.4.1 OIAC Stolen, Lost or Damaged before Arrival in China 009 2.2.4.2 OIAC Stolen, Lost or Damaged after Validation 009 2.2.5 Entry Requirements for China 009 2.2.6 Day Pass 009 2.2.6.1 Introduction 009 2.2.6.2 Day Passes Distribution 010 2.2.6.3 Process 010 2.2.7 Two Parts Card 010 Contents 2.2.7.1 Introduction 010 2.2.7.2 Purpose 010 2.3 Accommodation 011 2.3.1 Overview 011 2.3.2 Pre-Games Operations 011 2.3.3 Games-time Operations 011 2.3.4 Hotline 011 2.3.5 Post-Games Procedures 011 2.4 Transportation 011 2.5 Ticketing 012 2.5.1 Issue Resolution 012 2.5.2 Ceremony Tickets 012 2.5.2.1 Beneficiaries 012 2.5.2.2 Distribution 012 2.6 Rate Card 012 2.7 On-site Showcasing 012 2.7.1 Location 012 2.7.2 Opening Hours 014 2.7.3 Contact Information 014 2.8 Beijing 2008 Retail Store 014 2.8.1 Superstore 014 2.8.2 Flagship Store 014 2.9 Olympic Green Visit 014 3 Olympic Hospitality Centre (OHC) 3.1 Introduction 015 3.1.1 Location 015 3.1.2 Operation Time 016 3.2 Access to OHC 016 3.2.1 Vehicles with VAPP 016 3.2.2 By Subway 016 3.2.3 By Bus 016 3.3 Accreditation/Passes Policy 016 3.3.1 Entry of Vehicles 016 3.3.2 Entry of Guests 016 3.3.2.1 Sponsor Suite Accreditation 016 3.3.2.1.1 Sponsor Suite Gold Pass 017 3.3.2.1.2 Sponsor Suite Day Pass 017 3.3.2.2 Accreditation for the Shared Catering Area 017 3.4 Policies and Regulations 017 3.4.1 Security Policy 017 3.4.2 Food and Beverage Policy 017 3.4.3 Smoking Prohibition 017 3.4.4 Noise/Volume Control 017 3.4.5 Other Policies 018 3.5 Services and Operations 018 3.5.1 Services in Sponsor Suite 018 3.5.2 Services in Shared Catering Area 018 3.5.3 Services in Public Area 018 3.5.3.1 Information Desk 018 3.5.3.2 Olympic Retail Store 019 3.5.3.3 Post Service 019 3.5.3.4 Cultural Events 019 3.5.3.5 Medical Services 019 4 Sponsor Media and Communication Services 4.1 Marketing Communication Office (MCO) 020 4.1.1 Role 020 4.1.2 Key Functions 020 4.1.3 Location 020 4.1.4 Dates and Hours of Operation 020 4.1.5 Contact Information 020 4.1.6 Approval of Media Material (Press Releases/Announcements) 020 4.1.7 Distribution of Sponsor Communication Material to Media 021 4.1.8 Main Press Centre (MPC) Venue Tours 021 4.1.9 Booking Press Conference Room 021 4.2 Crisis Management 022 Contents 4.2.1 Crisis Reporting 022 4.2.2 Contact Information 022 5 Olympic Brand Protection 5.1 Clean Venue Policy and Anti-ambush Marketing 024 5.1.1 Clean Venue 024 5.1.2 Anti-ambush Marketing 024 5.2 Scope for Clean Venue Policy 024 5.3 Behaviour of Ambush Marketing 024 5.4 Staff Functions and Task Description 025 5.4.1 Marketing Venue Manager 025 5.4.2 Olympic Brand Protection Team 025 5.4.2.1 Clean Venue 025 5.4.2.2 Anti-ambush Marketing 025 5.4.2.3 Outdoor Advertising Control 025 5.5 Issue Reporting 025 5.6 Sponsors’ Role 025 5.7 Contact Information 026 6 Security 6.1 Traffic Security Policies and Procedures 027 6.1.1 Policies for Vehicles Traveling in Areas Surrounding the Venues 027 6.1.1.1 Policy Outline 027 6.1.1.2 Operational Procedures for Each Zone 027 6.1.2 Policies for Persons without Accreditation or Valid Tickets Traveling on Roads outside the Venues 027 6.1.2.1 Policy Outline 027 6.1.3 Policies for Shuttle Buses Traveling from One “Secure Zone” to Another “Secure Zone” 027 6.1.3.1 Policy Outline 027 6.1.4 Security Policies for Designated Vehicles for the Olympic Family 028 6.1.4.1 Policy Outline 028 6.2 Policies for Security Personnel Hiring by Sponsors 028 6.2.1 Policy Outline 028 6.3 Security Policies and Procedures for Logistics 028 7 IOC Television & Marketing Services Information 7.1 Office Operations 029 7.1.1 Responsibilities 029 7.1.2 Office Location and Contact Information 029 7.2 Issue Resolution Process 029 7.3 Games-time Personnel 030 7.3.1 On-site in Beijing 030 7.3.2 Off-site in Lausanne and Atlanta 032 8 Appendix 8.1 Competition Schedule 033 8.2 BOCOG Marketing Staff Contact Directory Games Time 034 001 1. Games-time Marketing Structure Game-time marketing structure is formed on the basis of Games-time situation and for the smooth implementation of BOCOG Marketing Games-time programs and for proper and efficient resolution of issues related to sponsors. Person in charge: Mrs. Yuan Bin, Marketing Director 1.1 Marketing Headquarters Team At Games time, Marketing Department staff will make up Marketing Headquarters Team (Marketing HQ) responsible for sponsor services, licensing, marketing communication and crisis management. It keeps close contact with the IOC Television and Marketing (IOC TMS) and sponsors’ headquarters, and provides support to the Main Operation Centre (MOC) in the resolution of issues escalated from venues. Person in charge: Mrs. Yuan Bin Marketing Director [email protected] General affairs: Mrs. Duan Yueqing 13911990713 [email protected] Licensing: Mr. Tang Yonghong 13911990733 [email protected] Marketing communication: Mrs. Qu Manqun 13911990725 [email protected] Sponsor servicing: Mrs. Chai Li 13911990728 [email protected] 1.2 Marketing Venue Team Marketing Venue Managers will handle issues related to sponsor servicing and hospitality, retail stores, brand protection and anti-ambush marketing at venues. At Games time, most issues will be resolved at the venue level, whereas a few unresolved will be reported to the MOC for resolution. 1.3 Olympic Brand Protection Team Olympic Brand Protection Team (Protection Team) is responsible for outdoor advertising control, implementing clean venue policy and anti-ambush marketing in Beijing and other co-host cities, and handling sponsor complaints and ambush market- ing issues. The Protection Team works together with the IOC TMS brand protection staff to offer help and services to sponsors during Games time. Serious issues will be reported to the MOC. 002 Person in charge: Mr. Chen Feng Deputy Marketing Director [email protected] Brand protection/anti-ambush marketing: Mr. Xing Zheng 13911990739 [email protected] Mr. Ling Peili 13911999392 [email protected] Outdoor Ad control: Mr. Zhao Yong 13911999388 [email protected] 1.4 Olympic Hospitality Centre (Hospitality Service) Team Olympic Hospitality Centre (OHC) Team is responsible for the operation of OHC, sponsor hospitality services and on-site showcasing. At the Games time, OHC is an independent non-competition venue. OHC team will provide services and assistance to sponsors. Significant issues will be communicated with Marketing HQ and reported to the MOC.