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Paris 2012

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étudiant
Level
General public
Study
political...
School/University
IEP Paris

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documents in English
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Type
case study
Pages
10 pages
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  1. Introduction
  2. Paris: A city to hold the Games
    1. The concept for the Games
    2. Sustainability and legacy
    3. Internal and external analysis
  3. Paris 2012: A concept to promote
    1. The rallying of all kinds of supporters
    2. Launching a promotion campain to gain public support
    3. A multi dimension lobbying
  4. Conclusion
  5. Appendix
  6. Bibliography

Marketing is often referred as the set of techniques by which a company makes consumers buy its products. However, marketing can also be seen as a wider activity, that includes selling ideas and services, that do not only fulfill indivudual needs but also organizational objectives. Paris 2012, as a candidate city to host the Olympic Games, is an example of such a product. For instance, Paris 2012 marketing objectives were to obtain public support by having the French people and the journalists share their enthusiasm, and eventually to convince the International Olympic Committee (IOC) to entrust the 2012 Games to their capital . Of course, the IOC members only made the final choice, but a strong popular adhesion could make a real difference

[...] In fact, internal analysis of the services offered by the Paris 2012 bid shows they were very much in accordance with the IOC recommendations, or needs, and of a ?very high quality?, as the IOC experts themselves said. The promotion campaign, through traditional means of communication, reached its objectives too, bringing a consensus around the French bid, among official actors, among the media and among the public in general. The paradoxical effect of the quality of the bid and the success of its promotion was that maybe it made Parisian representatives too confident, and thus reluctant to any lobbying strategies that were not needed to win. [...]


[...] It can basically be summed up as a logo (multi- colored Paris 2012 candidate city) and an enthusiastic motto : l'amour des Jeux. Put together, they form the following logo : These elements were targetted towards both the public and the IOC : ?l'amour des Jeux? was presented to the IOC commission as a reflection of the genuine love of the French people for the Olympics, and in the same time it was meant to persuade the people that it was attached to the Games. [...]


[...] Paris 2012 inheritated from the Paris 2008 bid, that lost the Games in favor of Beijing ; it presented a similar project in many ways, but rearranged it in accordance to those new criteria. Let us notice a few changes made in that way : although the two-cluster concept was not new, Paris 2012 managed to bring a larger number of sport venues in those two clusters, in order to minimize distances between the Olympic village and the sport venues ; also, transportation through public transport was eased by the tramway project ; the stadiums and the Olympic village were examples of sustainable development, thanks to the attention paid to power savings and renewable energies (green stadiums and housing equipped of solar panels). [...]

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