NBC will use the one-year-out mark to launch its promotional efforts around Pyeongchang 2018, starting on “Today” on Wednesday, featuring interviews with Shaun White, Lindsay Vonn, Gracie Gold and Chloe Kim, who will be speaking from South Korea, among others. Athletes on set at Rockefeller Center also will appear on CNBC, Sprout and Watch What’s Happening Live throughout the day.
Later that evening, NBCUniversal will reprise its “road-block” tactic of airing simultaneous, 60-second promotional spots for the Games across at least 12 of its broadcast and cable channels. Throughout the day, NBC will be pushing digital and social content online.
Wednesday is the official start to the Pyeongchang buildup, but NBC already is leveraging its portfolio of Olympic sports rights to introduce the probable stars of 2018, said NBC Sports Group CMO Jenny Storms. For instance, during the U.S. Figure Skating Championships last month, NBC developed creative to show off Ashley Wagner and Nathan Chen.
“We’re going to focus on the stories of the athletes more than ever before,” Storms said.
— Ben Fischer
