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Monday 01 September 2003
Beijing Olympics launched
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China has launched
its marketing plan for the 2008 Olympics with a lot of publicity.
Officials from the International Olympic Committee say they
believe the Beijing Olympics will raise more money and sponsorship
than any Olympics in history. This report from Louisa Lim: |
Listen
to the story
Amid pomp and ceremony, China launched what was basically a
sales pitch for the 2008 Olympics. Together with a Chinese counterpart,
the president of the International Olympic Committee, Jacques Rogge,
used a giant golden key to symbolically open what he called the most
important market in the world. In his speech, he emphasised the
power of the Olympic brand in China's emerging market.
Olympic officials say there are unprecedented levels of
interest in sponsorship and partnership deals. They're confident
that they'll make more from these deals than the estimated cost
of the games, which has been put at one point six-five billions
dollars. It's estimated that four billion people worldwide will
watch the Beijing Olympics on television and indeed, even this marketing
launch was televised live on national television in China. But in
the scramble to get a piece of the Olympic action, Beijing
will have to show it's willing to act against copyright pirates
who could take some gloss off the Olympic magic.
Louisa Lim, BBC News, Beijing
Listen
to the words
amid
in the middle of
pomp and ceremony
official and formal celebrations
a sales pitch
statements or promises made to try and sell something
counterpart
someone from a different organisation but with the same status or
role
the power of the Olympic brand
the strength of the Olympic name to generate money
emerging market
a growing economy which is not yet fully developed
unprecedented
never before experienced
the scramble to get a piece of the Olympic action
the competition for many companies to get a financial benefit from
the Olympics
copyright pirates
people who illegally copy and sell clothing, music, films, books etc
take some gloss off
make something seem less attractive
 Read
more about this story |
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