Active Promotion of the Olympic Image
Fuelled by an innovative visual identity, the strategy used to promote the Olympic
image will be extensive (with the launch planned as early as 2006), consistent
and of the highest quality. It will furthermore aim to develop synergies with
the Paralympic image.
Advancing the Olympic Image Through Communication with the Media and Public
An information campaign will raise awareness within the corporate sector and
amongst consumers regarding the protection and uniqueness of the Olympic brand.
A media-focused communications plan will ensure that the event receives comprehensive
A Powerful Sponsorship and Licensing Set-Up
A large-scale national sponsorship programme will be devised in accordance with
the long-term interests of partners to the IOCís TOP Programme and the French
NOCís Marketing Programme. Companies will be selected on the basis of strict criteria
to ensure they are a complement with the Olympic image and would be an active
partner in promoting the Olympic ideal.
Ticket Sales, Both a Source of Funding and a Trigger for Mobilisation
To ensure the Games are a success, Paris 2012 has committed to making ticket
prices affordable thus ensuring that stadiums are filled to capacity. Forecasted
revenue from ticket sales amounts to EUR 525 million; 10% of the tickets will
be priced at EUR 10, with 45% of tickets under EUR 30. The projected number of
tickets sold is 7 million.
Lottery and†commemorative coins will be developed to complete the Marketing programme.