How important are the Olympics to the Chinese consumer? How should that meaning be captured in a company’s marketing message? Is there a way for non-sponsors to get in on the action? What of alternative messages such as “Genocide Olympics” coming from civil society? What if, before these questions get answered, people get fed up with all this Olympic noise and just tune it all out?
This begins a multi-part series on how companies are forming their Olympics-related communication strategies. Part 1 features Tom Doctoroff, CEO Greater China of JWT (first speaker), as well as Imagethief, who blogs on PR issues in China. The question we start with is, “What do the Olympics mean to the Chinese?”
Related: Imagethief’s entry about foreign protesters handled roughly on the one year mark of the Olympic countdown.