Just 6 Months After Tokyo, NBCU Tackles Another Olympics Marketing Challenge

Winter Games campaign includes cross-country activations and promotional spots

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Just six months after the 2020 Tokyo Olympics ended, it’s Olympics time again at NBCUniversal.

The Winter Olympics have started in Beijing, and NBCU’s marketing team is working to make sure that everyone who watched the Summer Games—which had been delayed for a full year because of the pandemic—returns for the next go-around.

“One of the most important things that we’ve done over the past six months is educating and informing people that the Winter Games are coming now in February, because it’s not within our culture as Americans to be thinking of back-to-back Olympics like this,” Jennifer Storms, the chief marketing officer of NBCUniversal entertainment and sports, told Adweek.

But there are also benefits to having two Olympics in such a tight timeframe: the ability capitalize on learnings from the 2020 Tokyo Olympics, and keeping that audience engaged.




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