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US Olympic media model wins new fans in Europe,[link widoczny dla zalogowanych]
Americans were not the only spectators impressed by the attention grabbing "Countdown to London" media spectacles in New York and Los Angeles on April 18,[link widoczny dla zalogowanych]. Olympic organizations in other countries are recognizing the benefits and promoting similar programs. Their plans for success include working hand-in-hand with both traditional print and broadcast media as well as social media and increased athlete interaction with fans,[link widoczny dla zalogowanych]. The potential benefits for sponsors are excellent since social media and photo sharing sights like Pinterest are greatly increasing the visibility of this type of public relations campaign.
The German Olympic Committee has scheduled its own "Countdown to London" event on June 26 in Berlin. Similar to the US Olympic Committee's Times Square program for "The Today Show" and the Team USA website,[link widoczny dla zalogowanych], many Olympic athletes in different sports will demonstrate their talents in the center of the city and meet and greet fans. An encore presentation in the historic city of Mainz the next day on June 27 will introduce the world of sports to the world of high fashion in a high profile media event. The members of Germany's 2012 Olympic team will receive their official team uniforms and travel kits during press interviews and photo sessions.
These new events are part of an ambitious long-term effort to enhance the Olympic brand in Germany and give Olympic athletes better visibility for sponsorships and paid appearances,[link widoczny dla zalogowanych], explains Michael Schirp,[link widoczny dla zalogowanych], Director of Public Relations for the German Olympic Committee. He foresees that "when television viewers see the athletes wear their new uniforms for the first time,[link widoczny dla zalogowanych], it will bring the excitement of the Olympics to them personally."
Act III will take the German Olympic Committee a step beyond Team USA in media visibility and promotion using social media. Olympic Committee has special VIP packages for its supporters including events at America House and social gatherings with athletes, like the London Gold Club for donors at the $25,000 level. Not to be outdone, the German Olympic Committee has chartered one of Europe's largest luxury cruise ships,[link widoczny dla zalogowanych], the 570 foot M/S Deutschland for similar programs. It will serve as a floating hotel for VIP guests at Canary Wharf,[link widoczny dla zalogowanych], host multiple team events with media, sponsors and supporters -- and provide an unprecedented fan experience on its return voyage. After the London 2012 closing ceremonies on August 12,[link widoczny dla zalogowanych], the athletes of the German Olympic team will board the M/S Deutschland to sail to Hamburg,[link widoczny dla zalogowanych], Germany together with nearly five-hundred supporters of the team. When the group arrives in Hamburg on August 14, it will be met by fans from all over Germany for a nationally televised parade from the harbor to Hamburg's City Hall,[link widoczny dla zalogowanych], where a special awards ceremony will take place.
While this type of sophisticated public relations campaign requires a lot of time and effort from the staff of the German Olympic Committee,[link widoczny dla zalogowanych], the concept makes athletes very much a part of the team. German athletes will take advantage of the new social media coaching program which Twitter unveiled at the Team USA Media Summit in Dallas last month and have access to coaching from over a dozen experienced social media consultants. This experience will also give them skills to succeed in business careers as well as sports after they hang up their jerseys and provide sponsors with more value for their support. The increased popularity of translation programs is also expanding the audience to sports fans around the world. You can see an example on the Facebook fan page of Benjamin Kleibrink, the 2008 men's Fencing Gold medalist. While this world champion is slowly building up his fan base,[link widoczny dla zalogowanych], his posts show that he has to spend so much time traveling to international competitions that there is not a lot of time left over to post news and photos. However,[link widoczny dla zalogowanych], new innovations with new media at the 2012 Olympics will provide many fans with just what they are looking for -- a very special event that is always full of surprises.
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