The Challenge:
Position San Francisco in the minds of 125 decision-makers at the International Olympic Committee (IOC) as the best location for the 2016 Summer Olympic Games by creating a general climate of favorable opinion.
The Strategy:
- Focused on main communications targets; balanced multi-media mix
- Treated Olympic Games as a brand
- Conducted an intensive and targeted media relations campaign
The Results:
San Francisco and the entire San Francisco Bay Area in California touted a compact but regional-participatory focus for its bid, expressing an interest in developing planning partnerships with a large number of neighboring large cities. Mayor of San Francisco Gavin Newsom announced the bid.
(San Francisco later withdrew its bid from the national selection process due to failed negotiations surrounding the 49ers’ stadium.)
