Media > Use of Media
HAVAS SPORTS, Paris / PARIS CITY HALL / 2006
Awards:
Overview
Credits
Audience
On the day of the final vote, Paris “Rendez-Vous” was everywhere. In France, on many front covers of national and local newspapers, in 60 other articles, in over 15 hours of TV coverage. There were 300 different subjects in various programmes all over the world. TV was broadcast in 60 countries and on 90 TV channels. International newspapers like the Financial Times, The International Herald Tribune and La Stampa ran major photo stories.
CommunicationGoal
For the final vote on the 6th July 2005, Paris set out to show the world a real commitment that its people, city officials, athletes and media would deliver a great Olympics if chosen. It was done in the Champs Elysées to ensure that the whole world would see.
Effectiveness
This extraordinary event cost €2.3 … €2.3 per person who took part. Media coverage generated was worth 40 times its cost. On the morning of the vote, “Rendez-Vous” eclipsed the exposure of all other bidding cities. The bid was narrowly lost, but “Rendez-Vous” still embodies real Olympic spirit.
Implementation
Posters urged the public to “Rendez-Vous” on the Champs Elysées on 5th July 2005. The idea was too big to imagine. This would be made real in less than 12 hours. One million Parisians would end up being part of it. An 8000m2 running track, 10,000m2 of synthetic grass for 20 athletic fields, 500m basin for sailing, a 200m squared pool for swimming and a 1250m2 quarry for horse riding all put in place.
MediaStrategy
In just one night, we transformed an international landmark, the Champs Elysées, into a fully operational Olympic Stadium. It represented the most miraculous overnight transformation of this Paris boulevard into a complete and functioning Olympic venue with track, swimming pool, equestrian centre and boating lake. It represented all 28 Olympic and Paralympic sports. The stadium was open to everyone. Workshops allowed the public to discover Olympic sports. Demonstrations by famous sports people enthused the crowd. The event embodied the Olympic spirit by bringing people together in a celebration of sport.
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