February 6th, 2014

Fingers Crossed, Marketers Count on Olympic Gold

By STUART ELLIOTT
New York Times

THE many marketers spending an estimated $1 billion to sponsor and advertise during the Olympics in Sochi, Russia, are keeping their fingers crossed that the multiple issues threatening to overshadow the Winter Games — whether security, human rights, stray dogs or ramshackle accommodations — will not repel American consumers.

“I can’t do anything other than remain optimistic and hopeful,” said Bev Thorne, chief marketing officer at Century 21, a first-time Olympic sponsor supporting the United States men’s and women’s bobsled and skeleton teams. The company plans to run commercials, created by Red Tettemer O’Connell & Partners, that express its ad theme, “Smarter. Bolder. Faster,” in a new way.

Read more: http://www.nytimes.com/2014/02/07/business/media/fingers-crossed-marketers-count-on-olympic-gold.html?nl=business&emc=edit_at_20140210&_r=0

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