Global Promotional Programme – 2002 Table of Contents The Olympic Winter Games Global Promotional Campaign . 2 The Success of Celebrate Humanity in 2000 . 3 Objective of the Celebrate Humanity Winter Campaign . 5 Television . 6 Radio . 11 Print . .15 Language and Local Adaptation Issues . 24 Implementation . 25 Contact Information . 26 Worldwide Research Study on the Image of Olympism . 27 Appendix . 30 1 The Olympic Winter Games Global Promotional Campaign The Olympic Games is the greatest event in the world. As we approach the 2002 Olympic Winter Games the IOC is pleased to present the Global Promotional Programme for Winter, Celebrate Humanity. The Celebrate Humanity Winter campaign follows the success of the first Celebrate Humanity campaign launched for the Sydney 2000 Olympic Games. The Campaign: • communicates the extraordinary and inspiring values embodied within the Olympic Games; • rejoices in the real stories of remarkable perseverance, goodness, and honour demonstrated time and time again in an Olympic Games; • invites the world to celebrate the core values in which the Olympic Movement is founded. One new component of the winter campaign is the addition of promotional announcements targeted to young adults. The announcements were produced following the requests from broadcasters to create announcements that promote the values of the Olympics to the younger demographics. TBWA/Chiat Day, has again developed and produced the creative message. We invite you to embrace the Olympic values and support this unique global campaign that celebrates the very best in all of us. This Celebrate Humanity kit contains all the necessary materials in order for you to support this programme: • A VHS tape containing the television and radio announcements. • A booklet containing copies of the print campaign, all scripts and descriptions of each promotional spot and logs of all television and radio announcements. We have also provided a synopsis of the worldwide Olympic image study results. Broadcast quality tapes and print artwork can be ordered through the IOC Marketing Department. Numerous organisations and individuals have donated their time, skills and services to assist the IOC in the production of this campaign. The IOC sincerely appreciates this generosity and acknowledges the support. 2 Celebrate Humanity: Promoting the Olympic Image The success of Celebrate Humanity in 2000 For the first time, the IOC launched a global Promotional Programme to air leading up to and during the Sydney 2000 Olympic Games. The programme themed “Celebrate Humanity” was designed to communicate the core values of the Olympic Games. The promotional announcements, created and produced by award-winning advertising agency TBWA/Chiat Day, included six television announcements, eight radio announcements and complementary print executions. “Celebrate Humanity” was originally produced in English, French and Spanish, and subsequently translated into fifteen additional languages. Academy Award™ winning actor Robin Williams narrated the English-language version of “Celebrate Humanity”. “Many of my favourite Olympic memories were not gold medal situations. They were inspiring moments of humanity that transcended borders, obstacles and languages — and unified people around the world. I feel this campaign conveys that, and I am proud to be a part of it.” — Robin Williams Broadcasters around the world aired the six television spots, providing extensive coverage for “Celebrate Humanity”. The IOC has been encouraged by the outstanding support from our broadcast and media partners. Positive feedback from broadcasters and from viewers and readers has proved that Celebrate Humanity, through its inspirational messages, enhances Olympic coverage. In Australia alone, media partners provided more than US$10 million in support of "Celebrate Humanity", and the slogan became a common part of the Australian Olympic Games broadcasts. CNN International aired the campaign around the world for more than eight months at a rate of 30 times per day — an estimated total of more than 6,500 times. 3 Radio, print, and other media support for "Celebrate Humanity" was extensive. “Celebrate Humanity” aired on 203 radio stations in 25 markets in the United States, for a total of more than 11,000 spots. More than 100 further countries aired the audio campaign. Global print versions of the campaign appeared in more than 30 U.S. and international publications, including the magazines of Worldwide Olympic Partner, Time, Inc. — Sports Illustrated, Time and Fortune. The campaign also ran in Rolling Stone, National Geographic, USA Today, and many other sporting magazines and in national media throughout Australia. Through Val Morgan, a leading distributor of cinema advertising, “Celebrate Humanity” ran in cinemas throughout Australia and New Zealand, as well as in key markets in the United Kingdom, the United States, Latin America and the Middle East. More than 30 international airlines aired “Celebrate Humanity” in the lead up to and during the Sydney 2000 Olympic Games. During the Games, “Celebrate Humanity” aired on large screens at each Olympic venue and Olympics Live site, as well as on screens around the world, including Kodak's large screen in Times Square, New York City. “The Olympic advertising and marketing promotions both on TV and radio has been the most effective campaign I’ve seen or heard in the many years I have been involved in the Olympic Movement. They dramatically portray the talent, courage and endurance of the young men and women who enter the arena in the pursuit of excellence. The campaign places the Olympics where they belong — with the athletes.” — Bud Greenspan, renowned Olympic filmmaker 4 Objective of the Celebrate Humanity Winter Campaign The objective of the Olympic Global Promotional Programme – 2002 is to communicate the core values of the Olympics and why the Olympic Games are special. These core values are not generally top-of-mind, except during the time of the Olympic Games. Therefore, it is important to remind the public of the Olympic values and ideals on a more frequent basis. For this reason the IOC has produced the Celebrate Humanity campaign for presentation in the television media as well as for print and radio. Broadcasters can use the promotional announcements to: • raise awareness of the Olympic Games and those attributes that make the Games special; • increase excitement and help to build further interest in the upcoming Salt Lake Olympic Winter Games and the television and radio broadcasts; • support overall marketing initiatives among Olympic marketing partners and broadcast advertisers, endorsing overall support for the Olympic Movement or Games broadcasts; • provide a positive platform for the advertising sales effort and for broadcasters’ Olympic association; • secure ownership of the Olympic broadcast in the minds of the viewing public by broadcasting the announcements on a regular basis. Promotional programming is very important to both the Olympic Family and to Olympic broadcasters. The IOC is providing the Olympic Family, Olympic Partners and its broadcast partners with a full range of exclusive promotional announcements to strengthen their association with the Olympic Games and to help to remind viewers of the special attributes associated with the Olympics. NOCs and the Olympic Family can use the Celebrate Humanity promotional campaign to strengthen the awareness of the Olympic Games by: • maximising Olympic coverage and promotions with broadcasters; • incorporating the television announcements into presentations and speeches; • placing print ads in organizational publications. Olympic Partners can use the Celebrate Humanity promotional campaign to strengthen their association with the Olympics by: • using the television announcements internally to motivate employees and build awareness of Olympic involvement; • incorporating the television announcements into presentations and speeches; • placing the print ads in corporate publications to promote the Olympic ideals; • running paid television advertising in parallel with the placement of the Celebrate Humanity promotional announcements on broadcast rights holder network/station. 5 Television The television component of the Olympic Promotional Campaign consists of eight announcements of varying lengths (:60, :45, :30 and :20) and has been produced in English and French. Hours and hours of Olympic Games footage has been studied with the aim of finding those stories and moments which give the Olympic Games their true meaning. The television announcements have also been produced in a “clean version” and do not contain voice-overs for translation to native languages. The IOC is particularly pleased to announce that Robin Williams has once again kindly donated his time to provide the voice for some of the English television announcements. Bobsled For the first time, a bobsled team from Jamaica came to the Olympic Winter Games. They did not win a medal, but won the hearts of the crowd for making the effort to be there, and take part. This spot/announcement salutes them and all those who epitomise the joy in effort. Bobsled (:30 and :20 seconds) ANNR: They came out of nowhere. They were the underdogs. No one thought they could win. And they didn’t. But the world sure loved them for trying. Here’s to the Jamaican Bobsled team. 6 The Hermannator After his horrific fall in the men’s downhill at the Nagano Winter Games, Austrian Hermann Maier picked himself up and a few days later skied on to win