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OLYMPIC SPONSORSHIP MOMENT: KODAK'S DEVELOPING ATLANTA PLAN
Published April 14, 1995
According to Kodak officials, Olympic moments have been captured with Kodak film or equipment since the very first modern Olympiad. The company has been a Top Sponsor of both the Winter and Summer Games since '88. Rich Diggelmann, Regional Dir of Olympic Programs: "The Olympic games showcase the best of Kodak's ability to showcase our latest technology. It's become a natural link to Kodak products." COMPANY: Kodak Int'l STATUS: Top Worldwide Sponsor ($40M) CATEGORY: Imaging EXCLUSIVITY: This includes sensitized products i.e. film, cameras, batteries, photographic paper and chemicals, motion picture film, graphic arts products, micro-film products, electronic still-imaging and medical x-ray film. IN-KIND Kodak is responsible for operating the photo SERVICES:processing film lab, which services photo journalists covering the Games. They will process all their film free of charge as well as replace the journalists' used rolls with new rolls of Kodak film. Approx. 175-180,000 rolls will be used by photo journalists. Also, about 200,000 photo I.D. badges worn by athletes, official and Olympic family will be produced by Kodak's EditCon division. Kodak will also provide EKTASCAN imaging, which allows for remote diagnosis of x-rays for on-field injuries. ON SITE Kodak's Atlanta presence was established PRESENCE: in '91 with an extensive billboard visibility campaign in and around the city. Kodak assumed good positions would be scarce as '96 approached. They will have a presence at the Centennial Olympic Park with a retail outlet and a showcase for new digital products. There will be a second imaging center at an undetermined location in the area that will also showcase their latest products. Kodak will also work with area hotels housing sponsored guests to provide film-processing services. Kodak, working with ACOG, will make sure their products will be available in over 300 locations in and around the Olympic area including the Olympic Village. USE OF RINGS: The Olympic rings will be used on all Kodak products and packaging. They will also make an Olympic version of their one-time use cameras as well as incorporate the rings on all of their internal stationery. NEW PROGRAMS: Internally, Kodak will entertain/host several thousand Kodak customers/distributors/brokers at the Nikko Hotel, as well as a handful of Kodak sales people who have won sales incentive contests. Kodak also signed a separate deal with U.S. national governing bodies to enhance their Olympic program. TV AD TIME:Has secured time with NBC for exclusive broadcast rights and with NBC O&O's. TOTAL BUDGET: Not available. (Source: Rich Diggelmann, Regional Dir of Olympic Programs).