Olympic Hurdles - Multichannel

Olympic Hurdles

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Cox Media was pretty successful with its ad sales during the recent Olympic games in Beijing, China, said David Roegge, director of marketing for Cox Media. Still, there were some challenges. Some clients were worried about the negative surrounding China’s human rights issues, including its occupation of Tibet. 


To help sell the games to local clients, Cox Media distributed weekly positive articles regarding the Olympic athletes, the Olympics in general and Olympics marketing, Roegge said. Some key messages around the Olympics which Cox Media conveyed to advertisers: the Summer Olympics are a true special event; the purpose of the Olympics is to bring nations together; the controversy over China had the potential to increase interest and ratings.

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