So, here we go.
As the calendar prepares to turn over a new page into 2008, only one thing
(other than inflation and buying up credit-crunched U.S.
companies) will really matter in China: the Beijing Olympic Games. China will have
waited seven years since its right to host the world’s largest sporting event
was announced, and it cannot wait. The phrase ‘fever pitch’ is too way too weak
for the Olympic-sized furore that will be whipped up from around late Spring
onwards.
In an effort to counter widespread expectations of an
ambush marketing fiesta, Olympic partner companies, brands associated with
major sporting events and teams and almost everyone else, it seems, is already
pumping out Beijing-based advertising content. China is now awash with Olympic
imagery. A short ride on the Shanghai
subway is enough to see that. The on-board TV screens and platform hoardings
feature little else, other than occasional NFL mini highlights packages.
Chinese TV stations are airing slick 2008 Games promos, while magazines and
radio slots are already filled with Games content.
To mark the start of the Beijing Olympic year, we are republishing –
on 1 and 2 Jan – some of our most-read Olympic-related stories from recent last
months.
But, really, this is just the start. There will be
more – much, much more. Watch this space.
News & Interviews 
(0 vote)
