CBS will ask U.S. viewers and consumers to "Share a
Moment With the World" in its advertising and marketing
campaign for the Nagano Games. CBS will feature 40-50 promo
spots in three phases. CBS Exec VP/Marketing & Commun.
George Schweitzer said the first phase will be to build
awareness that the Games are near; the second will feature
"more specific information on the athletes"; and the third
will be during the Games, alerting viewers that the Games
"are on and you can't afford to miss them." Actor Fritz
Weaver returns to do the voice overs in all of CBS' spots,
as he did for the '94 Games. The promo campaign will also
be comprised of three elements: first, it will focus on the
history of Nagano; second, it will feature short bios on
Olympic stars, including skaters Tara Lipinski, Michelle
Kwan, Elvis Stojko and Todd Eldridge and third will be spots
featuring stars of CBS' primetime series (THE DAILY).
ADVERTISERS: Schweitzer said that 97% of its Olympic ad
time has been sold, "well ahead of the pace" of the '94
Games. Among the advertisers, which number in the "mid-
30s," are Ford, Chrysler, Nissan, Toyota, A-B, Coca-Cola,
Johnson & Johnson and AT&T. The number of advertisers is
down from the 90-plus CBS had in '94 (THE DAILY).
FRESHLY SQUEEZED: Minute Maid, a subsidiary of Coca-
Cola, will join CBS in an Olympic promo highlighted by the
"Drink, Watch and Win -- A Journey for a Lifetime" sweeps
offering 16 Grand Prize family trips to the Olympics for
life. Creatively, the campaign will focus on figure
skating, with skaters and their families appearing on
packaging from later this month through the end of the
Games. Print ads will appear in People, TV Guide, USA
Weekend and Parade magazines. Game pieces will be found in
Minute Maid packages and Minute Maid spots will air each
night of the Games with winning ticket numbers. Six skaters
will be featured in the campaign, including Lipinski and
former Olympians Debi Thomas and Peggy Fleming (THE DAILY).
