My past three blogs have been a little bit doom and gloom,
but now ladies and gentlemen, introducing the ideal global media experience;
the Olympics. Is there anything else
which unites the world at such a level? For these 2 weeks the Olympics brings
all of the very different cultures of the world together in a friendly and
competitive event. The media coverage
that the Olympics receives is phenomenal spanning across television, radio,
internet, social media and paper. It is
everywhere, creating big advertising opportunities for the major sponsors such
as GE, McDonalds, Coca Cola, Visa, Adidas and BMW. (London 2012 Olympics) The
games also create other smaller opportunities such as iTunes advertising
official apps and music. (Fortunato,
2008) While it not only covers all of these channels it also caters to the
preferences of the individual countries, inspiring national pride. (Bissell
& Perry, 2012)
Advertising opportunities are not only created for companies
and sponsors; for the Olympic Games 2012 the world has had its eyes on London,
some marketing that Great Britain has not merely stumbled across. There is a
reason that countries fight to have hold the games and invest so much money. In
fact the 2012 Olympic Games will cost London a predicted £2.377bn because
it is exactly that, an investment, which will return new housing, infrastructure,
transport and most of all employment and tourism for the country. (Olympics Pthimon,
2008) The Olympics is different to other media empires such as the FIFA world
cup or even the Kardashian’s in the way that it can attract the interest of not
just a segment of the global population, but any individual. Go Australia!
References
Bissell, K. & Perry, S., 2012, ‘Introduction to the Special Issue on Olympics, Media, and Society’, Mass
Communication and Society, vol. 15 Issue.
4, p. 481 – 484
Fortunato, J. 2008, ‘Using
message content to communicate a brand association: Olympic television
advertising’, Henry Stewart Publications 1754 – 1360 Journal of
Sponsorship, vol. 1, no. 3 p. 248 – 257
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