Games ad campaigns: Biggest, Costliest, Coolest
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Games ad campaigns: Biggest, Costliest, CoolestPosted by: GreatestRepublicanGames ad campaigns: Biggest, Costliest, Coolest
Olympic sponsors are launching possibly the largest advertising and marketing campaign ever, aiming to etch their brands in the minds of a new generation of Chinese consumers for far beyond the upcoming Games.
The ads range from traditional print and TV to glitzy new on-line media, blanketing a vast country whose citizens place an extraordinarily high value on the Olympic ideal and presumably the companies that support it.
While the risk of a public relations backlash still looms as China finds itself at odds with much of the world on hot-button issues such as Tibet and Sudan, the hoped-for gains far outweigh any possible downside.
"On a global scale, I don't think you are going to get this kind of investment again," said Greg Paull, the head of R3, a Beijing-based media consultancy.
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