Action Steps
The best contacts and resources to help you get it done
Keep in mind both global and Chinese audiences
Do keep in mind that the 2008 Olympics boasts two massive audiences: Chinese (Mainland, Hong Kong, Taiwan and overseas Chinese) and global spectators. A global Olympic advertising strategy will require special tailoring to achieve the optimal “China effect”.I recommend: Local tobacco manufacturer The Shanghai Tobacco Company packages the award of hosting rights to the Olympics in its advertisements as “The glory of the Chinese, Double Happiness abounds.”
The Chinese revere winners
Link your product to the conquering spirit of the victors.I recommend: Liu Xiang, the first Chinese Olympic Champion who currently holds the world record for the 110-meter hurdles sprint, is currently the spokesman for over ten products in China, ranging from Nike Shoes to Coca-Cola. Smaller businesses may take a leaf from the Shanghai Oriental Pearl Mobile Television. It did not spend a cent on using Liu Xiang directly to endorse its products. Instead, it used a tall guy wearing a Green t-shirt printed with the numbers “12.88”, as a veiled reference to Liu Xiang’s character and world record to emphasize on the speed and supremeness of its products.
Increase your chances of Beijing 2008 success
The Games represent an affirmation of everything China represents and will become.I recommend: Beijing 2008 offers regular updates on the ongoing activities going on in the run-up to the games. A business can enhance relevance by highlighting how their goods and services can help in making Beijing 2008 a success. The Beijing 2008 Olympic Marketing Plan will give insights on how a small business owner can work in tandem with China towards achieving common goals: success for the games and profits for the small business who realizes the potential of the games.
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