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Soft Power of the Olympics: A Focus on Marketing and Advertising, ET BrandEquity

Paris, the city of love and lights, is gearing up to host the 2024 Olympic Games, and the excitement is palpable. The city is pulling out all the stops to showcase its rich cultural heritage and attract a global audience. From baguette-scented stamps to iconic landmarks hosting sporting events, Paris is leaving no stone unturned to make the Games a memorable experience for athletes and spectators alike.

The visual identity for Paris 2024, including the mascot, the Phryges, and the pictograms, was designed by W Conran Design, a global brand and design consultancy. According to Anaïs Guillemané Mootoosamy, strategy director at W Conran Design, the aim was to create more than just a sports brand. The brand had to convey the message that Paris is a vibrant city where everyone is welcome to join the celebration.

One of the key objectives for host nations hosting major sporting events like the Olympics is to boost tourism. The 2022 FIFA World Cup hosted by Qatar saw a significant increase in international visitors, leading to a positive impact on the country’s economy. Similarly, the upcoming 2026 World Cup, to be held jointly in Canada, Mexico, and the US, is expected to generate substantial economic benefits for the host cities.

However, hosting international sporting events comes with its challenges, including high costs and the need for significant infrastructure development. Vinit Karnik, managing director of content, entertainment, and sports at GroupM India, highlights that only a few countries can afford to host the Olympics due to the substantial investment required. Despite the financial implications, hosting such events can help countries recalibrate their global positioning, boost brand recall, and attract foreign investments.

Paris is cautiously optimistic about the potential tourism spike during the 2024 Olympic Games. The city expects a significant increase in domestic visitors and a slight decrease in foreign tourists during the event. While calculating the return on investment in terms of post-Games tourism may be challenging, host cities like Paris are already top tourist destinations, making them attractive to visitors regardless of the sporting event.

The success of hosting major sporting events is not just measured in economic terms but also in the way the destination is perceived globally. The Olympics serve as a platform to showcase a city’s soft power and cultural heritage. Paris is leveraging its iconic landmarks like the Palace of Versailles and the Louvre Museum to enhance the appeal of the Games from a marketing perspective.

Learning from past experiences, host nations are advised to approach high-profile events as marketing opportunities and focus on promoting existing infrastructure while managing costs effectively. The 1964 Tokyo Olympics set a precedent for hosting economically viable events by modernizing the city and attracting foreign investment. Tokyo’s successful hosting of the Games showcased Japan’s industrial development and created a universal design language that resonated with the global audience.

In conclusion, hosting major sporting events like the Olympics is not just about showcasing athletic prowess but also about promoting a city’s culture, heritage, and economic potential. Paris 2024 is poised to be a celebration of sports, culture, and unity, with the city’s rich history and iconic landmarks taking center stage. As the world eagerly awaits the opening ceremony, Paris is ready to shine on the global stage and leave a lasting impression on all who visit during the Games.

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