January 13, 2010
Vancouver library mandates Olympics-only ads
Speaking of the questionable benefits of sports mega-events, here's another one: Public libraries forced to cater to Olympic advertisers!
An internal memo obtained by The Tyee advises Vancouver Public Library branches to protect Olympic sponsors.
"Do not have Pepsi or Dairy Queen sponsor your event," read guidelines sent to VPL branch heads and supervisory staff last fall. "Coke and McDonald's are the Olympic sponsors. If you are planning a kids' event and approaching sponsors, approach McDonald's and not another well-known fast-food outlet."
VPL marketing director Jean Kavanagh added that the ban extends to such things as audio-visual equipment made by non-sponsors: "I would get some tape and put it over the 'Sony.' Just a little piece of tape."
The city of Vancouver says this is the library's call, but given that it already passed its own legislation banning "unauthorized" signs near Olympic venues, it's kind of abandoned the moral high ground here.
The IOC has a lot to direct the blame towards, at least in terms of signs near the Olympic venues.
Part of the Olympic bidding process involves guaranteeing to the IOC that your city has, or will have, legislation to protect against what they call "ambush marketing."
Chicago's bid book (which was the quickest one I could find) included option agreements on the outdoor ad space in the city for the IOC, organizing committee, and Olympic sponsors. From the book, "All outdoor advertising space located on or in city-owned properties (such as public transport stations and vehicles, streetlight pole banners, street furniture and the airports) is covered by the options."
I assume all cities bidding for the Olympics must include some form of these agreements on advertising space and legislation on "ambush marketing."
It's just another example of the IOC wanting its Olympics both ways. They want their Games to seem pure and (mostly) amateur competition in its cleanest form, but also want to guarantee that they, and those who are in the IOC's pockets, control all of the millions of dollars of revenue provided by the Games.
Posted by Ron on January 14, 2010 12:42 AM