In a "marked contrast to the garish commercial scene"
     in Atlanta, in Nagano, "other than the colorful assortment
     of Olympic flags dangling from light poles, there are
     virtually no advertisements on display," according to
     Shipley & Sullivan of the WASHINGTON POST.  Japan "intends
     to display its unique traditions and culture in a tasteful
     setting" during the Games (WASHINGTON POST, 2/1).
          IS NAGANO READY? In an interview with NEWSWEEK, NAOC
     Dir General Makoto Kobayashi said, "I have no concerns.  We
     are ready."  Kobayashi, asked if he would ever take the Dir
     General job again: "No, no, never.  I would turn it down"
     (NEWSWEEK, 2/9 issue).  IOC President Juan Antonio Samaranch
     called the Nagano Main Press Center "one of the best I've
     ever seen in my life" (KYODO NEWS, 1/29).  In Toronto,
     William Houston, on the media's set-up: "Broadcasters are
     raving about the facilities. ... Networks' needs and request
     were met.  Everything works" (GLOBE & MAIL, 1/31).  In
     Montreal, Jack Todd: "A week before the start of the Nagano
     Games, things are already running better then they did in
     Atlanta at the time of the closing ceremonies.  The phones
     work.  The computers work" (Montreal GAZETTE, 1/31).
          NOTES: Traffic in Nagano remains a concern for
     organizers (KYODO NEWS, 2/2)....The IOC reports that
     sponsorship for the Nagano Games totals $212M, or 27% of the
     overall $780M revenue (AP/PHILA. INQUIRER, 1/31).
          SPONSOR SUPPORT:  BUSINESS WEEK features a "Special
     Report" on the Olympic Games and Neff, Echikson et. al.
     write that "most corporate sponsors profess great
     satisfaction with their Olympic connection."  TOP sponsor
     John Hancock Mutual Life Insurance was soured over the
     commercialism in Atlanta, but President David D'Alessandro
     said, "Both the Japanese and the Australians have gone out
     of their way to learn the lessons of Atlanta."  BUSINESS
     WEEK adds, "Despite the risks, the number of sponsors-in-
     waiting and communities eager to play host is growing"
     Narisetti profiles IBM's Nagano program, as the company will
     end up spending about $100M for the 17-day event and looks
     to bounce back from the "black eye" it suffered in Atlanta. 
     Ogilvy & Mather will create 10 TV spots that tie IBM's role
     to athletes in the games (WALL STREET JOURNAL, 2/2). 
          WILL PEACOCK LIE LOW? CNBC's Jerry Cobb: "Some say NBC
     is trying especially hard not to compete for the Olympic
     audience in order to help CBS score high ratings.  Those
     numbers could be of big help for NBC when it sells ad time
     for its broadcast of the Winter Games in 2002."  TV Guide's
     Max Robins: "I don't think there's some kind of grassy knoll
     conspiracy going on here, that they're just going to roll
     over and play dead so that they can do well with the Winter
     Games next time around" ("The Edge," CNBC, 1/30). 
          POINT, CLICK AND SCORE? AD AGE examines Web tie-ins to
     the Nagano Games.  CBS SportsLine is spearheading "one of
     the largest online efforts," and among sponsors of its
     Olympic coverage are A-B, AT&T, Bugle Boy Industries, Ford
     Motor, IBM, Shell Oil, Visa USA, Xerox and Sony.  SportsLine
     would not reveal the cost of its sponsorship, but "it's
     believed that they're in line with the price of its ad
     banners, which sell for $35 per thousand impressions." 
     While not spending on Web advertising during the Games, Nike
     will focus its Olympic coverage on site where it
     will offer athlete information (AD AGE, 2/3 issue).

Return to top

Related Topics:

Anheuser Busch, ATT, CBS, IBM, IOC, NBC, Nike, Olympics, Viacom, Visa, Xerox

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug