A big year ahead
Wednesday, 4 January 2012
The decorations are about to come down and on the TV Olympic themed adverts are appearing.
Last night I watched The Sun’s campaign to ensure in 2012 we make great, Britain (which however you punctuate is a tortuous phrase, but in the context of the ad worked), and BMW’s take on the Olympics.
As someone who loves sport and applied for loads of tickets for the Olympics and ended up with none, I’m holding on to my enthusiasm despite wondering how some people I know have a shed full of tickets and I’ve got a place on the sofa to look forward to!
But the media is embracing Olympic stories with gusto.
Over the New Year break ITV in the Midlands was pulling together some Olympic features and we were able to help two of our clients, Sport Nottinghamshire and Badminton England. ITV’s feature was on: is sport ready to cope with the increased demand? The answer here was yes. Sport Nottinghamshire has been preparing clubs for a while, running special events to ensure preparation was in place. And Badminton England has a scheme up and running to increase participation which they were able to showcase.
Yet on the way in to the office this morning I heard a story about national targets for increasing participation being dropped and a London-centric reporting style which may take over through to the Games themselves - regeneration of bits of London, special routes for Olympic traffic and so on.
I can’t help thinking The Sun and BMW are, at the moment, providing the most effective inspiration.
Comments for "A big year ahead":
Registered User says:
Wednesday, 4 January 2012 11:13:28
Very sad to see the participation targets being dropped. It's a shame. Sport Notts does a great deal of hard work promoting all the clubs in the region. I hope we can all keep giving the same positive message to people to get more active and enjoy life away from the sofa. We'll be Nordic Walking from Nottingham to the olympic Stadium this year (a team virtual challenge) - looking forward to the weather improving as we progress!
Respond to "A big year ahead":
Please enter your comments below.