While advertisers risk facing a potential backlash if there’s a serious outbreak, communications expert Andrew Simon said there’s a strong advantage to supporting Canadian athletes
“Nothing changes the narrative like a success,” said Simon, global creative lead and chief creative officer for public relations firm Edelman Canada.Still, the mood heading into the first weekend of competition was sombre as rising infection rates risked eclipsing the world’s premier athletic competition.
The unprecedented move underscores how contentious the postponed 2020 Olympics have become, with rising boardroom fears of being connected to the pandemic-era event and the potential impact on a brand’s reputation.“What matters is that retain their reputation and that might mean walking away,” said marketing expert Markus Giesler. “Toyota recognized this and pulled their ads in Japan, and it came across as the responsible thing to do.
“There’s still tremendous value in the Olympics,” Simon said. “NBC has shown that their ad sales are more robust than ever. From a North American standpoint, it’s full-steam ahead.”NBC Universal said last year it had sold more than $1.25-billion in advertising for the Tokyo Olympics, a record-setting amount for the Games.
“The Olympics have been inscribed with values and morals that have taken on a near mythical status, and companies want to be associated with that,” he said. “They want those positive feelings of great competition and camaraderie reflected in their brand.” But despite the potential pitfalls, she said advertising that lauds the accomplishments of Canadian athletes continues to be a safe bet.
Canada Latest News, Canada Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Tokyo Olympics adds four more COVID-19 cases on eve of Opening Ceremony - Sportsnet.caTwo athletes were among four residents of the Olympic Village who were added to the tally Thursday of people accredited for the Tokyo Games who have tested positive for COVID-19 this month, bringing the number to 91.
Read more »
German cyclist Geschke tests positive for COVID-19, out of Tokyo Olympics road raceThis would have been Geschke’s second Olympic Games after Rio de Janeiro, where he finished 13th in the time trial but did not finish the road race
Read more »
Tokyo Olympics announces 19 new Games-related COVID-19 casesJust hours away from Friday's opening ceremony, the Tokyo Olympics announced 19 new COVID-19 cases, including three athletes, bringing the total related to the 2020 Games since July 1 to 106.
Read more »
Tokyo 2020 opening ceremony: COVID Olympics are hereHow to watch the Tokyo 2020 opening ceremonies and what to expect. TokyoTakeTwo Tokyo2020
Read more »
Canadian Kylie Masse’s uncommon training prepared her mentally for Tokyo OlympicsCanadian Kylie Masse went to great lengths to stay in the water during COVID-19 pandemic
Read more »
Penny Oleksiak Olympics Tokyo Canada - TSN.caWhat changes in a life between the ages of 16 and 21? Pretty much everything. Penny Oleksiak has travelled the mental, emotional and social arc many adolescents take to early adulthood, all the while carrying with her the mantle of Olympic champion and multi-medallist.
Read more »