Archive for the ‘2012 Olympics’ Category

Cadbury’s social impact on the Olympics 2012…

Friday, March 23rd, 2012
Spots V Strips - Cadburys - Marketing Communications

Spots V Strips - Cadburys

In a recent blog regarding chocolate brand Cadbury’s we discussed the increase in marketing activity surrounding the Olympics 2012.  The ‘Eye of the Tiger’ music video, launched this year, was the final part of the series of adverts in the Keep Singing, Keep Team GB Pumped campaign and was designed to motivate athletes on the Team GB.   This successful campaign demonstrated how important it is for brands to support the Olympic events this year.

It is evident that Cadbury’s motivation through their campaigns is to inspire people across the UK and Ireland to take part in sports.   The brand claims that it’s Spots v Stripes Olympic activity has been a success, not by measuring the number of chocolate bars it has sold, but how it has inspired people across the UK and Ireland to take part in sports.

A combination of different marketing campaigns – the Olympic postcard campaign – and sports events – Spots v Stripes games – over the last two years has positioned the brand as a key player in the promotion of the Olympics 2012.  How is the brand measuring its return on investment…?

Marketing Week reported that more than three quarters of a sample of 1,115 participants and spectators said they were more likely to get involved in community activities … Peter Taylor, professor of sport economics who took part in the assessment, claims that for every £1 invested in the campaign, the return on social investment, or benefit to the community is £1.90.

Cadbury’s agenda is about creating awareness and bringing communities together rather than increasing sales.  I am sure the brand will see a significant increase in sales off the back of this comprehensive campaign leading up to the Olympics.


VisitEngland campaign is part of Britain’s plan to boost tourism…

Thursday, March 8th, 2012

According to a report from Marketing Week the UK are planning to target domestic tourism with saturation marketing.  Culture secretary Jeremy Hunt said that “there will be no escape” from the VisitEngland campaign and the VisitBritain “Great Britain” activity in overseas markets, the UK will benefit from being “the best country to visit”.  Will this be enough to encourage UK residents to holiday at home this year…?

VisitEngland 2012 - Rupert Grint - Marketing Communications
VisitEngland 2012 – Rupert Grint

Historically there appears to have been an underinvestment in domestic tourism marketing and the UK faces the challenge with marketing to encourage less travel abroad and educate the public to the benefits in ‘staycating’ by pushing huge events including the Olympics and the Queen’s Diamond Jubilee.  How is the government tackling this challenge in practice…?

VisitEngland - Stephen Fry - Marketing Communications

VisitEngland - Stephen Fry

VisitEngland 2012 holidays at home £5m campaign features celebrities such as Stephen Fry, Michelle Dockery and Rupert Grint (Harry Potter star) who encourage people to do an array of activities in England, Scotland and Ireland.  Amongst the stars is Julie Walters who attends a garden party in the Cotswolds! What else will aid the marketing campaigns launched in the run up to the Olympics…?

VisitEngland - Julie Walters - Marketing Communications

VisitEngland - Julie Walters

In recognition of the importance of 2012, it has been reported that commercial partners are offering additional discounts on accommodation, attractions, and other tourism related goods and services. Operators involved include Thomas Cook, leisure group Merlin Entertainment, Travelodge, and more.

VisitEngland - Michelle Dockery - Marketing Communications

VisitEngland - Michelle Dockery

To ensure that this campaign is a success, the investment of £25m on a three-year strategy and the six-week TV activity is to be continuously monitored with a goal to establishing what campaigns are working and what the focus should be going forward…



Supporting The Olympics – Its All About The Kids!

Tuesday, July 26th, 2011

We have seen in recent blogs many of the top brands are jumping on the band wagon of the Olympics 2012.  From brands such as Samsung to tasty brands such as Cadbury. McDonalds are amongst the list of partners as the key food provider at the events!

Ironically, McDonald’s are about to launch a global campaign to encourage kids to stay active, using local campaigns promoting balanced diets to children across the country.  McDonald’s is one of the key commercial partners supporting the Olympics and in return gets to launch FOUR restaurants  at the events next April, one of which is the brands biggest restaurant ever, another being  located in the Athletes village!

In supporting the 2012 Olympics McDonalds are maintaining their strong position in the market.  According to a recent report from Marketing Magazine the fast McDonalds Supporting London 2012 - Marketing Commsfood outlet will be the only branded food retailer serving thousands of Big Macs and fries over the four week period…probably not good before a run but I expect ‘Joe public’ will be appreciative!

Marketing Week show that research indicates that two thirds of attendees will take their to children to the games and McDonalds expect to satisfy this demand.  McDonalds are striving to promote their milk, fruit and vegetables content within their ‘Happy Meals’.  McDonalds are attempting to push the brand as a long standing supporter of the Olympic Games across the world, whilst promoting the idea that young people need to get active and get involved…!

Samsung Strengthen Brand in UK

Monday, June 20th, 2011

Samsung Logo 2012 OlympicsSamsung has launched their exciting new logo today. This logo will be used on all Olympic 2012 campaigns and advertising leading up to the games.  The image featured here includes the strap-line ‘Olympic Torch Relay Presenting Partner’ which exposes their sponsorship at the event.  Are there any other phone networks that are supported by the Olympics…?

Although there are many brands from many different industries who are ‘domestic partners’ of the games, Samsung are standing out above the crowd with the launch of their mobile app’ this month as well as the launch of the Olympic edition smartphone.  This is a good example of the right product for the right industry. As thousands of British people did not manage to get any tickets to the games, being able to view live events and feel as though they are engaging with the events through the smartphone seems like a good scheme.  The idea is that the experience for users will be as if they are part of the games.  At least this will be the pitch from Samsung, in reality I think I would rather be there!

With the rise in mobile applications, Samsung are in a good position to use this in relation to the events- the perfect partner and in the eyes of Olympic organisers, Samsung will leave people ‘better connected…’,or is that BT?!  This is just one of the brands many campaigns leading up to the games in 2012, with a mixture of events promoting their involvement in the Olympic Torch Relay event and in employing an iconic brand ambassador, who could that be…?!