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Transitioning Media- Marketing and Branding In a Digital World
‘The Olympic Games have helped many nations to create a peaceful and better world through education by practising sport without segregation. The Olympic character involves mutual understanding, friendship, togetherness and fair play. One cannot imagine central Tokyo’s lustrous area of concrete buildings that stand today compared to the pictures of the unstable city in 1959. After the United States of America bombed Japan in 1945, Japan’s capital surprised the world when they won the tender for hosting the 1964 Olympics. The city was ruinous with miles of degraded roads and hardly any decent hotels. Very few people in Tokyo had flush toilets. Air pollution was worse than before. Oxygen cylinders had to be sold in vending machines. It created an urban transformation in history becoming a first-world city in five years.
Tokyo is planning another transformation for the Olympics in 2020. The governor of Tokyo wants to use the Olympic Games as a stepping stone to make it the best city on the planet. Adding to twenty-two new Olympic venues are plans that include new infrastructure. The building plans have shown growing concerns when considering cost. The valuation of the stadium restorations has increased as construction and labour expenses have risen. Cost concerns may result in some businesses moving out of the capital to the surrounding environs.’ Banyan.The 1964 Olympics expenditure was more than that spent in Rome four years before which added to the Olympics’ spendthrift reputation.

No single game since then has met Tokyo’s budget. The Tokyo Olympics also sparked off the start of Japan’s use of bond issuance which still happens today. Tokyo’s initial approximation for the games seems unrealistic to most evaluators.
The Tokyo Olympics which will be in the year 2020 may have positive results on the Japanese financial affairs. Increasing foreign tourism and construction investments that are connected to the event in question will help boost the country’s economy. Tourism in Japan has exhibited steady growth because visa requirements have been made easier considering the decline of the yen. The government’s goal of receiving 20 million tourists in 2020 is possible. When compared to other countries, the possibility of an increment on the number of foreign visitors is likely to encourage tourism in Japan, for instance through emphasising on methods of enticing foreign tourists between the periods of the Tokyo Olympics. Other host countries show that to achieve a long-lasting boost in tourism, Tokyo has to upgrade their touristic wealth in the whole country. This may be done by rebuilding roads and paths leading to the Olympic Games and also those that may lead to other excursion sites in the place other than the metropolitan area. This will alternatively relate to building new hotels and restructuring the old ones.
Using other host countries data, structural investment related to the Tokyo Olympics anticipates to increase considerably between 2017 and 2018 and then rise around 2020. Business cycle variations often occur after Olympic events, and as such, it is prudent to formulate new demands by introducing new ways to help with the strengthening of the country’s economy after the games. This may be by deregulations as a way of attracting tourists. With this demand, the country will have to address the main issues such as labour shortage to help with the productivity of the nation.
Using the 2020 Olympic agenda, the International Olympics Committee has made partnerships with various organisations such as Intel which is a pioneer in technology and is making exciting news as it will be working with the Intel team to usher the future of the Olympic Games using advanced technology. The Olympic Games provide a link between fans and athletes and has motivated people around the globe by using sports and the Olympic ethics. The new innovative global partnership with Intel offers the experience of the Olympic G Intel and the International Olympics Committee partnering to bring Intel’s leading technology to enhance the Olympic Games through to 2024.
The technology firm emphasises first on placing its development platforms, and drones and other products to elevate the Olympic Games. The Olympic cooperation has embraced technology in many areas of the Olympic Games. The Olympic Games provide an unmatched global platform to display what Intel technology can do to change the future of Olympics. Working with the International Olympic committee, Intel’s input to the Olympic organisation will contain technology advancements that will progress forward as the cooperation evolves, for example, there will be use of technology in Olympic Broadcasting Services operations, and also the Olympic Channel with multiple platform destination with which fans can engage and share sports and the excitement of the Olympic Games all year round. Intel’s 5 GHz platforms will be used at the Olympic Games to show how 5 GHz technology can transform communications over the next decade.’
In 2018, the company Intel will collaborate with the Olympics organisation on what is supposed to be the first 5G showcase, ushering in the deployment of 5GHz connections. The first live virtual reality broadcast of the Olympic Winter Games will be offered then giving fans the opportunity to a more immersive experience from their own homes. The Technology used will allow fans to experience the best Olympic moments from any angle at the Olympic venues. TV viewers at home will have the ability to experience the Olympic Games entirely with the power to choose what they want to see and how they want to experience the Olympic Games will be in the hands The International Olympics committee is tasked with the responsibility of ensuring that the marketing programmes of the Olympics are used to maintain the games themselves. The panel helps to guarantee financial stability for the Olympic Movement, thereby aiding in the worldwide promotion of Olympics thus building on the successful activities developed by each Organising Committee for the Olympic Games (OCOGs). This will eliminate the need to write new marketing structure before each Olympic Games. Also, this will create revenue to be circulated within the entire Olympic Movement – including the OCOGs, the National, Olympic Committees (NOCs) and their continental associations, the International Federations (IFs) and other recognised international sports organisations – to give financial support for sport in third world nations. The funds will ensure that the Olympic Games are experienced by many people around the globe mainly through broadcast coverage. Protecting and promoting equity is intrinsic in the Olympics principles. The committee also has the power to regulate the business aspects of the Olympic Games. They procure the support of Olympic marketing partners in the endorsement of the Olympic ideals.
Using the Internet as a source of media to broadcast the Olympic Games will be a bonus as most SEO (search engine optimisations) such as Google and Bing will accumulate a lot of traffic during the Olympics period from all around the world. The SEO’s purpose is to optimise the traffic coming in and to adjust the relevant websites on the internet to amass the data which in return will work as a payment tool for the Olympic organisation to work with in the future. Using the SEO as a marketing strategy will help identify the targeted audience by checking on the specific search details being input by the people around the globe to determine their interests and how to attract them to the Olympics websites. Other internet marketing strategies work in the same capacity as the SEO does.
By comparing the estimates of the Tokyo Olympic Games to previous Olympic events hosted by other countries, some key performances can be seen such as the introduction of Intel, a technology firm to help with the broadcasting and redefining of what the Olympics is all about which may be a boost to the international organisation by far since it will be reaching new heights using technology. The amount of revenue collected after expenditure may not be as much, but the developments that are in place will play a valuable role in Japan’s future.
The key performance indicators in the campaign are the number of partners and the amount of sponsorship and support offered by the same personnel. Using technology to gain a broad audience around the world will be another performance indicator on how well the events will go. With the growth rate Tokyo is experiencing, it may be an indicator of the performance of the game in 2020. There are other key performance indicators such as the tourism flow into the country and the expenditure of capital by the government to refurbish the dilapidated parts of the metropolitan areas.
Reference.D.McN., Banyan, www.economist.com/blogs/banyan/2014/09/tokyos-20202-olympics, September19,2004, Tokyo.