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Target Pulls Olympic Fast One With Branded Trains

  • Ad Age, Monday, February 27, 2006 11:30 AM
Talk about hitting the bull's-eye on this campaign. Target really railroaded the strict International Olympics Committee advertising committee and found a way to get its brand plastered throughout the Olympic games despite the fact that it wasn't an official Olympic sponsor. The retailer wrapped seven of the nine trains on the Bardonecchia line, which brought people to athlete housing as well as such events as the giant slalom. Italian "greeters" welcomed riders on the train in both English and Italian, and the brand scored valuable airtime on various local news programs and the "Today Show."

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