Indiantelevision.com Team

(27 August 2007 6:00 pm)

MUMBAI: The International Olympic Committee (IOC) has launched the first element of its new global promotional campaign The Best of Us.

The television ad is now on the IOC’s website at: www.olympic.org. It was broadcast over the air for the first time on the IOC’s broadcast partner NBC in the US during the 11th IAAF World Championships in Athletics Osaka on 26 August.

The IOC’s 2007/8 promotional campaign objective is to communicate the key Olympic values of excellence, friendship and respect to a global youth audience. The theme of the campaign is The Best of Us - an idea that transcends cultures and borders, motivating young people around the world to participate in sport by proving that sport can bring out their best.

The IOC will work with United on a multi-dimensional campaign approach, comprising TV, online, print, viral promotion, experiential and PR activities. The global campaign will be rolled out in a phased approach in the run-up to the Beijing 2008 Olympic Games.