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.