The 2010 Winter Olympics are already halfway over! Can you believe how quickly they come and go?
There is just something about the Olympic Games that always bring warm fuzzies (ignoring the embarrassing Harding – Kerrigan rivalry) to mind. I’ve raced home each night to try and catch the games, thankful that Vancouver is three hours behind Florida.
Why is that? How can, despite dozens of herculean controversies, the public largely view the Olympics through rose-colored glasses?
Athletes have been stripped of their medals for failing drug tests. Coaches have been disgraced for cheating and as a result seen their teams disqualified. Judges have been accused and convicted of trying to preordain the results of ice-dancing. And International Olympic Committee members have been forced to resign for accepting bribes in order to secure the location of the Olympics.
Yet, the Olympics still hold its claim to international amity and healthy competition. Its values of Excellence, Friendship and Respect continue to define the games year after year. Crowds numbering in the thousands have not ceased to gather at the Olympic Games, and the Olympics dominate in Primetime ratings.
I credit the unwavering support of the Olympics to the International Olympic Committee and their promotional Best of Us campaign, whose objective is to communicate those Olympic values of Excellence, Friendship and Respect to a global youth audience. The multi-dimensional campaign approach comprises TV Public Service Announcements, print, graphics, viral videos and PR activities.
[youtube=http://www.youtube.com/watch?v=O2RzzZZFpE0&feature=player_embedded]
From a PR perspective, what else do you think the Olympic Games do well? What do you think they can improve on?