Chapter 6 – The Mass Media and the Olympic Games
Study Activity 1
Communicating Atlanta 1996 Olympic Games
In July 1996 there were 1.242 Atlanta Olympic Broadcasting employees compared to 39 in 1993. The Games creative theme was ‘Supporting the Dream’. Viewers were expected to be attracted because the Games were broadcasted live, the action was spontaneous and unrehearsed.
Creative theme
The creative theme of Atlanta 1996 Games, which aimed to convey the notion of the Olympics as the world biggest sporting forum, where only the best athletes come to compete and achieve their dreams was based on a well-formulated communication strategy and a key message developed by the Organising Committee of the Olympic Games (AOCOG).
Communications Strategy
“To implement a regular flow of information worldwide, across a range of media, that provides detail about the business of Olympics. An increased effort, on heightening awareness of the TOP sponsor companies, will be implemented during the Olympic Games”.
Key Message
“Commercial programmes help make the Olympic Movement what it is today. These initiatives provide much needed expertise, products, technology and financial support to the IOC, the National Olympic Committees, the Athletes, and the Olympic Games Organising Committees”
Source: 1997, AOGOC Centennial Olympic Games Report, p.3
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