Manuel Parga, marketing director of the Spanish Olympic Committee set the stage with his vibrant and dynamic articulation of what the Spanish Olympic Committee is doing to revitalise it’s revenue stream while the NOCs of Botswana and Vanuatu both shared their creative marketing approach from a small nation perspective.
Robbert de Kock, president and chief executive officer of the powerful World Federation of Sporting Goods Industry (WFSGI) was thought-provoking and honest about the US$300 billion sporting goods industry as he could possibly be. He urged participants to think out of the box, don’t close the box.
He told the Olympic Committee strategic marketing decision-makers to be present and visual and seize the business development opportunities that available from grassroots to elite level.
Frederique Martin-Baste, IOC manager, Partnership Management in the Marketing department shared an insight into the Intel and IOC partnership and strategy while Regis Menoux, manager- Partnership marketing gave a revealing explanation of the thinking behind the Olympic Partners (TOP). The TOP programme is the IOC flagship corporate partner programme and activation.
Natascha Trittis, IOC marketing training manager kept the day’s proceedings engaging and it was hard to not be fully motivated as she provided an Olympic festival update.
Day two, this morning will shift to the Olympic channel head office where the theme of the seminar will be “Storytelling as a promotional tool”. Kathryn Davies, associate director of Communications for Proctor & Gamble (P&G) will address this topic with participants also having the opportunity to learn about the Olympic channel.
Tomorrow is the final day and the topics will be best practices when working with corporate partners and a review of the Olympic brand and activation guidelines.
One of the highlights was the Alibaba Olympic advertising campaign, “The greatness of small”.
Little changes pave the way for big changes. The key to making a big change is to make a small change first. Alibaba conveys the message that a small action can touch millions of people. A small country’s story can inspire billions of people. The power of small from one to a billion. Alibaba claims to empower small countries and youth around the world.
The greatness of small, Team T&T (Team TTO), getting 10 or more Olympic Gold medals by the year 2024 #10golds24 can be possible, by taking one step at a time.