Marketing Skills: Marketing to the Olympics Market

Course Overview

The government has moved swiftly to bring in legislation preventing the use of Games-related words and images by 'non-official' advertisers. Does this mean that the 2012 Olympics offer no opportunities to organisations unless they pay a huge licence fee to use the symbols? We explore the Law in this area and take an entrepreneurial marketing approach to the likely opportunities.

Audience

This workshop is for anyone who has any part to play in writing advertising copy, putting together promotional messages/materials for their organisation or if your work is subsequently put into the public arena.

Skills Gained

There are six years left to capitalise on the London Games, but any company wishing to do so must tread carefully. There are likely to be hundreds of opportunities to capitalise on the Games, but the legal frameworks to prevent marketers enjoying a free rein are already in place. This course will help you work within the constraints of the Law.

'Games', 'Medals', 'Gold', '2012', 'Sponsor' and 'Summer' are innocuous words but combining them in any form of advertising could lead to your business being fined GBP 20,000 or more in the run-up to 2012. The Games present another legal obstacle Marketers must be aware of. Be sure you are on the right side of the new laws in this area.

Course Outline

• Identify 'Protected Olympic Marks' and what they mean to you
• Prepare a strategy for operating within the legislation passed in the wake of London being awarded the 2012 Olympic Games
• Explore possible marketing approaches that keep you within the letter of the Law
• Interpret the relevant Law in this area and identify its likely impacts on your business

Marketing Skills: Marketing to the Olympics Market / 1313