COCA-COLA CONSIDERS PLAN TO OPEN A OLYMPIC CITY
Coca-Cola plans to leverage its more than $100M in Olympic
media and sponsorship outlays in '96 with a variety of big
events, including the creation of a Coca-Cola Olympic City in
Atlanta. A Coca-Cola spokesperson said that the park will
feature attractions enabling visitors to participate vicariously
in the Games: "We are considering it. But we have made no
commitments." Executives familiar with the theme park plan said
Coca-Cola hopes to make it not just a promotional event, but a
genuine business, charging an admission price of $25 per person.
With projections of 10,000 and 15,000 attendees daily, executives
believe the Olympic City could make as much as $375,000 daily --
or about $6.4M during the 17 days of the Summer Games (Joe
Mandese, AD AGE, 10/17 issue).