AMBUSH MARKETERS BEWARE: THE IOC IS WATCHING YOU
The IOC is about to begin its major campaign to prevent
ambush marketing from "plaguing" its sponsors, while at the same
time beginning talks with the U.N. about a global Olympic truce,
according to Jeff Jensen of AD AGE. And, "if an Olympic truce is
established," IOC Dir of Marketing Michael Payne says that the
IOC will "look at creating a marketing program for sponsors" -- a
program that could allow the likes of Coca-Cola, Eastman Kodak
and Visa USA to donate money to relief programs around the world.
Jensen notes that "crucial to squelching ambush marketing will be
getting consumers to care as much about the issue as organizers
and sponsors." To achieve that, the IOC is creating programs
that educate people, especially youngsters, about the movement.
For example, the IOC is currently testing Olympic-themed academic
curriculums in schools in Canada (in a program sponsored by Visa)
and England (sponsored by McDonald's) (AD AGE, 7/17 issue).