R/GA Revamps NYC2012 Web Site

NEW YORK R/GA draws parallels between the ambitious and competitive spirit of New Yorkers and aspirations and dreams of Olympic athletes on a new Web site for NYC2012, the committee leading the city’s bid for the 2012 Summer Games.

The redesigned site (www.nyc2012.com) is a part of an overall marketing campaign that is aimed at wooing International Olympic Committee voters and generating local excitement for the effort. New York is vying against London, Moscow, Paris and Madrid, Spain, to host the games.

Interpublic Group’s R/GA in New York landed the assignment last July after NYC2012 considered several interactive shops [IQ Daily Briefing, July 17, 2003]. Prior to that, New York-based Digital Pulp, which designed the original site in 2000, handled the committee’s Web duties.

Among the site’s features is a multi-lingual interactive map of NYC2012’s X-Plan, which illustrates the bid’s venue and transportation proposal. Other sections talk about New York’s sports heritage and the legacy the games would leave in terms of facilities, sustainable development and inspiration.

Visitors to the site can also view the TV, print and radio ads that were unveiled last month. The effort carries the tag, “Let the dreams begin,” and stars personalities like Billy Crystal and Jerry Seinfeld, who see “signs” that the Olympics are meant to be held in New York. A “dream team” of 17 ad executives, including R/GA chairman and CEO Bob Greenberg, created the pro-bono offline push.