Key to the campaign, ready to roll in the fourth
quarter, are the values of "excellence, friendship and respect to a youth audience," while "Celebrate humanity" is the basic theme. "Engaging the youth audience in both the Olympic Games and values is
essential to ensuring the future of the Olympic movement," says IOC president Jacques Rogge.
The promotional campaign is an important part of a wider approach by the IOC to inspire a new generation of Olympic fans and participants, he adds. Total value of the media spend could reach $120 million, but the IOC typically negotiates airtime as part of its broadcast deals.