 The Olympics Logo is not only the emblem of the 2008 Olympic games; it also presents a huge marketing opportunity for the city of Beijing.
The emblem is the first element and the key to the marketing program, by which sponsors will associate themselves with the Beijing games. Previous estimates put the cost of the 2008 Games at 1.609 billion US dollar. But the Beijing Organizing Committee for the Games of 29th Olympiad (or BOCOG) officials also forecast the event can earn as much as 1.625 billion US dollar, mainly through its marketing program.
Beijing’s marketing program is formulated in line with Olympic marketing principles, based on a study of 19 potential industries and enterprises and after consultation with the IOC. Beijing Organizers say the emblem is not only a key element in attracting sponsorship, but also a crucial issue that determines how the event will be remembered long afterwards.
It is a rare scene for a hot weekday morning. These people are here to be among the first to get their hands on newly released logo-related souvenirs. Many arrived hours before the store even opened. The queue stretches for hundreds of meters. The items on sale include caps, pins and T-shirts, and their prices range from 3 dollars to over twenty. Not too cheap for an average consumer, but the price is not the common concern.
A being resident said to our reporter, “I wanted very much to buy these things and arrived here very early this morning. T-shirts, key rings and pins, altogether cost me over 400 yuan.”
A souvenir buyer said, “I purposefully took the train to Beijing yesterday and came to queue here at 6 a.m. this morning.”
The value of the logo not only lies in the souvenirs that bear this unique image, it is a visual and graphic image of how China represents itself to the whole world. The launch of the logo is regarded as the first of three highlights of preparation work for the Olympic games, the other two being the torch relay and the opening ceremony. This Dancing Beijing, according to the judges, is among the best logos in Olympic history and is key to the success of the marketing program.
Experts agree that the logo offers a unique platform for Chinese companies to develop their brand identity and to develop themselves internationally. Because they lack experience in holding such grand scale international events, the Chinese enterprises have yet a lot to learn.
The IOC marketing director, Mr. Michael Payne also suggested that in marketing strategies, China should draw strength and successes from previous games and try to avoid pitfalls. One thing is for sure: the organizers must make sure that sponsors and licensees truly support the Olympic movement and Olympic spirits and are not only interested in making profits. Beijing 2008 Olympic organizers plan to initiate their marketing plan in September, when they will authorize the production and marketing of all kinds of logo-based products and kick off talks with sponsors for the games. Once again in the words of Mr. Payne, he has never seen such extreme interest and excitement from the business community of foreign and Chinese companies. He believes that the market is very strong.
As an important component of Olympic intellectual property, the protection of the logo will underlie the successful implementation of the marketing plan and the fulfillment of China’s commitment to host the best ever Olympic games. In keeping with this concept, the Chinese Central Government and Beijing Municipal Government introduced regulations to ensure the protection of the Olympic intellectual property before the launch of the logo.
The logo Dancing Beijing is a journey to the future. As the emblem for China’s journey toward the 2008 Olympic games, Dancing Beijing reveals the heart of an ancient culture embracing the modern world, the spirit of a people moving toward a new destiny. Dancing Beijing captures the soul of a city in transformation, a nation on the move. Its motion conveys a message of hope, an invitation to joy and a promise of unity.
Liu Qi, President of BOCOG, said, “Based on the concept of “People’s Olympics” as expressed by the emblem, we will speed up the development of culture and sport, promote social progress, unfold the charm of Beijing as a historical and cultural city and show the good spirit of its citizens. We hope to achieve the integration of the charm of oriental culture with modern Olympic philosophy.
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