It would be like hitting two birds with one snowball.
At the official launching ceremony held in Beijing on Feb. 27, the Beijing Organizing Committee’s market development program for the 2022 Olympic and Paralympic Winter Games reveals China’s intention to go beyond promoting the mega event to the international community, reported Xinhua.
The marketing for Beijing 2022 also aims to boost regional economic interests and to stimulate the growth of winter sports in the country.
“It will bring economic benefits and social benefits at the same time,” said Guo Jinlong, the organizing committee president.
Guo added that it will fortify Chinese companies, aid in their preparation for global competition, and render opportunities for development.
Specifically, the marketing program will hasten the integrated development plans for the Beijing-Tianjin-Hebei region.
It also targets some 300 million citizens particularly the youth to participate in winter sports.
According to Han Zirong, the committee’s secretary-general, the government sees “a booming skiing industry,” quoted CGTN.
Licensing, sponsorship and ticketing programs chiefly comprise the marketing for Beijing 2022.
For the licensing program, the organizing committee will begin to authorize licensees in 2018.
Under the sponsorships program, probable sponsors will be categorized as Official Partner, Official Sponsor, Official Exclusive Supplier and Official Supplier.
The International Olympic Committee assures the Beijing Organizing Committee of its assistance.
“We will accompany . . . we will support them every step of the way,” said Timo Lumme, IOC Television and Marketing Services director.
IOC Vice President Yu Zaiqing and IOC Coordination Commission Chairman Alexander Zhukov joined Guo on stage during the launch.
Symbolically, they each placed a huge snowflake on top of a snow-covered mountain.
Guo describes a marketing program as “a driving force for the healthy development of Olympic movement.”
IOC President Thomas Bach said that he was “confident” that the Olympic Winter Games Beijing 2022 will succeed and become “brilliant,” according to People’s Daily.
“Like no other human activity, sport has the power to unite people, regardless of background, culture or belief,” added Bach, himself a bemedalled Olympic fencer.
Asia--South Korea, Japan, and China--plays host to three upcoming Olympic Games: PyeongChang 2018, Tokyo 2020 and Beijing 2022.
Beijing 2022 partial timeline
July 2015 (Kuala Lumpur, Malaysia) - China won the bid to host the 2022 Winter Olympics.
Aug. 2016 (Rio de Janeiro, Brazil) - Representatives of Beijing 2022 participated in the Olympic Games Knowledge Program, a part of IOC’s knowledge transfer initiative.
Oct. 10-12, 2016 (China) - IOC’s Coordination Commission visited Beijing 2022’s headquarters and snow sports venues, such as Beijing’s Yanqing District and Zhangjiakou, Hebei Province.
Jan. 2017 (Lausanne, Switzerland) - President Xi Jinping paid a visit at the IOC headquarters and The Olympic Museum.
Feb. 9, 2017 (Hangzhou, Zhejiang Province) - Beijing 2022 organizers invited Klaus Schormann, the president of Union Internationale de Pentathlon Moderne (International Modern Pentathlon Union) headquartered in Monaco, to render a talk in an event, with the theme, “The Development and Trend of the Elegant Sports School Promotion.”
Feb. 28, 2017 (Beijing International Hotel, Dongcheng District) - Official launch of the marketing development program for Beijing 2022.
Feb. 2017 (Beijing) - President Xi made an ocular inspection of LeSports Center and Capital Gymnasium. Ice hockey events will be held in LeSports.