All activities were based on the Olympic values of bringing people together and involving them in peace.

To many people the Olympic Games is something spectacular and being a torch bearer or being involved in the Olympics in some way is a dream to many. Therefore the link to the Olympic Torch Relay during Aarhus Festival, themed “The Fairytale of My Life”, the PR event in the airport and the Street Olympics is obvious.

The Olympic-related activities have created a lot of free publicity, among other things mentioning in the sports news on the biggest national TV-station several times.

Traffic to the telecommunications stores exceeded all expectations as well as last years’ figures, as did sales, through various Olympic related promotions.