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

Winter Games campaign includes cross-country activations and promotional spots

Meet the next generation of consumers where they are now. Join us virtually for The New Consumer, on March 30, for tips from Clutch, Mars Wrigley and more. Sign up for free.

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.

“The...

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in