NBC campaign set to start snowballing toward Vancouver | stanton-company.com

NBC campaign set to start snowballing toward Vancouver

<!– /* Font Definitions */ @font-face {font-family:”Cambria Math”; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:1; mso-generic-font-family:roman; mso-font-format:other; mso-font-pitch:variable; mso-font-signature:0 0 0 0 0 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-1610611985 1073750139 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:””; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:”Calibri”,”sans-serif”; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-bidi-font-family:”Times New Roman”;} a:link, span.MsoHyperlink {mso-style-priority:99; color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {mso-style-noshow:yes; mso-style-priority:99; color:purple; mso-themecolor:followedhyperlink; text-decoration:underline; text-underline:single;} p {mso-style-noshow:yes; mso-style-priority:99; mso-margin-top-alt:auto; margin-right:0in; mso-margin-bottom-alt:auto; margin-left:0in; mso-pagination:widow-orphan; font-size:12.0pt; font-family:”Times New Roman”,”serif”; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-size:10.0pt; mso-ansi-font-size:10.0pt; mso-bidi-font-size:10.0pt;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} –> NBC Sports is set to launch an extensive marketing campaign promoting the Vancouver Winter Olympics starting Nov. 4, 100 days before the opening ceremony.

The campaign, dubbed “Countdown to Vancouver,” officially kicks off on NBC’s “Today” show with the appearance of Winter Olympians.

NBC will focus on individual Olympians during much of the 100-day campaign, scheduling frequent appearances on its three nightly talk shows starring Jay Leno, Conan O’Brien and Jimmy Fallon.


NBC Sports also has produced a one-minute commercial promoting the Games that will feature six Winter athletes: Apolo Anton Ohno, Lindsey Vonn, Shaun White, Gretchen Bleiler, Tanith Belbin and Ben Agosto. NBC will launch the promo ad during prime time on Nov. 4 as part of a roadblock that will be scheduled to run across all NBC-owned networks at the same time.

Over the past year, NBC has approached its big sports events with the same marketing strategy, using many of its entertainment assets to promote events ranging from the Super Bowl to the Kentucky Derby. Such approaches have found success, with the events setting ratings records.

The biggest part of the network’s pre-Olympics strategy revolves around Universal Sports, an Olympic network it took a significant stake in last June. NBC is programming more than 1,250 hours of pre-Olympic winter sport competition on the channel, in addition to 30 hours that will be on NBC.

Because there aren’t Olympic trials associated with the Winter Games, the competition seen on Universal will determine the Olympic team. “These are events that Olympic fans in the United States have never been able to see before,” said Mike McCarley, NBC Universal Sports & Olympics vice president of marketing, promotions and communications,citing bobsled and luge World Cup competition.

For the complete story, please visit Sports Business Journal

Posted on: October 26, 2009
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