London In Rearview, Marketers Preparing For Brazil
Global Olympic partners like Visa, GE, and Coca-Cola are planning their campaigns for the next games early. And marketers from host countries are also getting up to speed. Tourism boards such as Embratur in Brazil are already launching their campaigns, many of which will continue even after the international events end. Visa and GE both said they're planning marketing campaigns for the 2014 Sochi and 2016 Rio games; both declined to provide further details. Coca-Cola is currently performing an “after-action review” on its 2012 London campaign to decide how to approach future Olympic marketing efforts, says Claudia Navarro, the company's global director of Olympic Games marketing.