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« Previous Story | The Industry Report Home Page | Next Story » Re-Thinking Vancouver After Borino, Er, TorinoBy J.D. O'Connor "You can bet that major rethinking is happening across the Vancouver Organizing Committee (VANOC), the IOC, the USOC, the USSA and NBC," said James Chung of Reach Advisors, a marketing strategy and research firm based in Boston. Chung, who has worked in the past for one of the biggest sponsors of the Olympic Games, says VANOC and NBC have to figure out a way to enlist the help of ski resorts to stimulate ticket sales for 2010. "Rather than see them gamble that the games will revive themselves, I hope they see the opportunity to engage the broader winter sports community to secure a strong future," he said. Chung said VANOC could come up with a co-marketing deal for select ski resorts, allowing them to market ultra-premium ticket packages to the games. In exchange, the ski resorts might get tickets themselves, plus the opportunity for a number of the resorts' employees to attend various World Cup events. Network television executives are also getting the picture, Chung said, that there's an existing base of snow sports enthusiasts ready and waiting to be approached - the nearly 10 million people who visit American ski resorts each year. "NBC has already seen how Next Snow Search works with resorts across the country and can go head-to-head in the ratings game. (They) would be fools not to view the ski resort industry as a very interested and willing promotional partner in a much broader range of activities building interest in the Winter Olympic Games," he said. Although the networks have been notoriously tight-fisted in shelling out for promotional partnerships in the past, they give away millions of dollars of swag, something Chung said could be more effectively redistributed by most ski resorts - with better result. Better relationships with individual resorts would lead to more on-location shots of Olympic-bound athletes and enhanced affiliate coverage of non-profit events, according to Chung, thus beginning a relationship in which everyone benefits. "If NBC does it right," he said, "ski resorts are NBC's best marketing channel to build more frequent viewing of the Vancouver Games." « Previous Story | The Industry Report Home Page | Next Story » |
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