2008 Summer Olympics marketing

2008 Summer Olympics marketing

2008 Summer Olympics marketing has been a long running campaign that began since Beijing won its bid to host the games in 2001.



The 2008 Summer Olympics emblem is known as Dancing Beijing (zh-s|舞动的北京) designed by Guo Chunning. The emblem combines a traditional Chinese red seal and a representation of the calligraphic character "jīng" (, "national capital", also the second character of Beijing's Chinese name) with athletic features. The open arms of the calligraphic word symbolizes the invitation of China to the world to share in its culture. IOC president Jacques Rogge was very happy with the emblem, saying, "Your new emblem immediately conveys the awesome beauty and power of China which are embodied in your heritage and your people."cite news |url = http://english.peopledaily.com.cn/200308/03/eng20030803_121618.shtml |title = Rogge's Message for Beijing Olympics Emblem Unveiling |publisher = People's Daily Online |date = 2003-08-03 |accessdate = 2006-12-19]


The slogan for the 2008 Olympics is "One World, One Dream" (zh-stp|s=同一个世界 同一个梦想|t=同一個世界 同一個夢想|p=Tóng Yíge Shìjiè Tóng Yíge Mèngxiǎng.)cite news|title='One World One Dream' selected as the Theme Slogan for Beijing 2008 Olympic Games |url=http://en.beijing2008.cn/75/66/article211996675.shtml |date=2005-12-25 |publisher=BOCOG |accessdate=2007-05-05] The slogan calls upon the whole world to join in the Olympic spirit and build a better future for humanity. It was chosen from over 210,000 entries submitted from around the world.cite news |url=http://olympic.org/uk/news/olympic_news/full_story_uk.asp?id=2244 |title=The Olympic Games en route for Beijing |publisher=International Olympic Committee |date=2007-07-13 |accessdate=2007-07-16]


The official 2008 Olympic Mascots are the five Fuwa (zh-s|福娃, literally "good luck dolls"). The Fuwa consist of five members that incorporate fish, giant panda, fire, Tibetan antelope, and swallow designs. The Fuwa each have as their primary color one of the colors of the five Olympic Rings that stand for the five continents. The five Fuwa are named Beibei, Jingjing, Huanhuan, Yingying, and Nini. When the first syllable of each of the five names are said together, the result is the phrase linktext|北|京|欢|迎|你 (Běijīng huānyíng nĭ) which means "Beijing welcomes you".cite news |url = http://en.beijing2008.com/37/03/column211990337.shtml
title = The Official Mascots of the Beijing 2008 Olympic Games |publisher = BOCOG |accessdate = 2006-12-19


In April 2007, over seven millioncite news |title=China to sell over 7mn tickets |url=http://www.gulf-times.com/site/topics/article.asp?cu_no=2&item_no=101298&version=1&template_id=49&parent_id=29 |publisher= [http://gulf-times.com Gulf Times Newspaper] |date=2006-08-07 |accessdate=2006-08-14] tickets for sporting events and ceremonies went on sale. Approximately 75% of tickets went on sale through the Beijing Organizing Committee, which set low ticket prices for domestic tickets, to encourage the Chinese people to attend the Games. International tickets are available through each nation's NOC.cite news |publisher=BOCOG |url=http://en.beijing2008.cn/39/61/article214036139.shtml |date=2007-04-15 |title=Beijing 2008 tickets go on sale |accessdate=2007-05-05] By June 2007, 2.2 million tickets had already been sold.cite news |url=http://en.beijing2008.cn/tickets/news/n214099817.shtml |title=Olympic Opening ceremony tickets getting hot |date=2007-06-21 |accessdate=2007-06-25 |publisher=BOCOG] The last round of some 250,000 tickets were on sale in Beijing on July 25, 2008. Long lines were formed the day before at the ticket office including many who slept overnight.Channelnewsasia.com. " [http://www.channelnewsasia.com/stories/afp_asiapacific/view/362784/1/.html Channelnewsasia.com] ." "Police struggle to control Beijing Olympic ticket chaos." Retrieved on 2008-07-21.] Another 570,000 tickets for football matches are up for grabs in co-host cities just weeks before the opening. [Thestandard.com. " [http://www.thestandard.com.hk/news_detail.asp?pp_cat=30&art_id=69111&sid=19904191&con_type=3 Thestandard.com] ." "Ticket sales hot up." Retrieved on 2008-07-26.]


Since early 2007, licensed Olympics merchandise stores have been in business throughout China. More than 800 official stores were in operation at the end of July 2007. Since August 2007, Olympic merchandise has been made available online, with more than 5000 products available via the official merchandising website, which include apparel, mascot dolls, key-chains and commemorative chopsticks.cite news |url=http://www.chinadaily.com.cn/2008/2007-07/31/content_5446188.htm |title=Official Olympics gear now just a click away |date=2007-07-31 |publisher=China Daily |author=Lei, Lei |accessdate=2007-08-03] In November 2007, the overseas Olympic E-shop provided online access to customers all over the world to Licensed Products of Beijing 2008 Olympic Games, excluding the USA, Japan, UK, Canada and China. [cite web|url = https://www.bj2008eshop.com/?c=xtc&a=Aboutus |title = The Overseas Olympic E-shop goes on-line 29 November 2007 |publisher = The Official Website of the Beijing 2008 Olympic Games |accessdate = 2007-11-29]

Bank notes

The China's central bank issued a new 10-yuan note without the picture of Mao Zedong featuring a Greek discus thrower and the Bird's Nest. [Washingtonpost.com " [http://www.washingtonpost.com/wp-dyn/content/article/2008/07/07/AR2008070700991.html Washingtonpost.com] ." "China's new 10-yuan Olympic note bumps Mao Zedong." Retrieved on 2008-07-09.] [Abcnews.go.com. " [http://abcnews.go.com/International/wireStory?id=5319771 Abcnews.go.com] ." "China's New 10-Yuan Olympic Note Bumps Mao Zedong." Retrieved on 2008-07-26.] A total of 6 million notes were released at 10 yuan (US$1.46). Another 4 million notes were released in Hong Kong as a special-edition note at HK$20 (US$2.56) before the official release on July 15, 2008. Of the 4 million notes, 3.76 million of them were sold in Hong Kong, with the remainder sold to Macau and the overseas community, ranging from HK$138 to HK$1,338. [Lifeofguangzhou. " [http://www.lifeofguangzhou.com/node_10/node_37/node_83/2008/07/13/121591357843324.shtml Life of Guangzhou] ." "Olympic Spirit? Bank on It! ." Retrieved on 2008-07-26.] Thousands of people formed long lines outside the Hong Kong Bank of China branch, more than 48 hours before the notes were issued. [Chinadaily.com. " [http://www.chinadaily.com.cn/china/2008-07/15/content_6849101.htm Chinadaily.com] ." "Hong Kong frenzy for Olympics banknotes." Retrieved on 2008-07-26.]


Opening ceremony

A international release of a double DVD set of the official Opening ceremony was released on August 11, 2008 in Mandarin and English. [Yesasia. " [http://www.yesasia.com/us/the-opening-ceremony-of-the-beijing-2008-olympics-games-dvd-china/1011657473-0-0-0-en/info.html Yesasia.com] ." "The Opening Ceremony Of The Beijing 2008 Olympics Games (DVD) (China Version) ." Retrieved on 2008-08-14.]


On May 5, 2008 an official olympic soundtrack album titled "The Official Album for the Beijing 2008 Olympic Games" was released featuring various artists from Andy Lau, Wakin Chau, A-Mei Chang, Nicholas Tse, Coco Lee, Jackie Chan, Natasha Na (那英), Wang Lee Hom, Joey Yung, Sun Nan (孫楠), David Huang (黃大煒), Stefanie Sun, Jay Chou, Wang Feng (汪峰), Han Hong (韓紅), Wei Wei (韋唯), Liu Huan (劉歡), Dai Yu Chen (戴玉強), Yu Quan (羽泉), Xu Yang (徐洋), Tan Jing (譚晶), Bibi Zhou, Jane Zhang. [Yesasia. " [http://www.yesasia.com/us/the-official-album-for-beijing-2008-olympic-games-china-version/1011006337-0-0-0-en/info.html Yesasia.com] ." "The Opening Ceremony Of The Beijing 2008 Olympics Games (DVD) (China Version) ." Retrieved on 2008-08-14.] On August 7, 2008 Jackie Chan became the only male singer authorized to release his own version of the same album. [Sina. " [http://english.sina.com/entertainment/p/2008/0807/176907.html Sina.com] ." "Article." Retrieved on 2008-08-14.]

Another album was released around August 14, 2008 titled "The Olympics Album - One World One Dream" featuring Avril Lavigne, Joanna Wang, Coco Lee, Sun Nan (孫楠), David Huang (黃大煒) and Tan Jing (譚晶). [Yesasia. " [http://www.yesasia.com/us/the-olympics-album-one-world-one-dream/1011453460-0-0-0-en/info.html Yesasia.com] ." "The Olympics Album - One World One Dream." Retrieved on 2008-08-14.]


Theme songs

The official song for the game's one-year countdown celebration was "We Are Ready". [ [http://en.beijing2008.cn/video/promotional/weareready/ "We Are Ready" - The Official Website of the Beijing 2008 Olympic Games ] ] The song was sung by an ensemble of 133 artists from Hong Kong, Taiwan, mainland China, Singapore and Korea. The song is composed by Hong Kong songwriter Peter Kam (金培達) with lyrics by Keith Chen (陳少琪). Among the participating HK singers are Alan Tam, Hacken Lee, Eason Chan, Joey Yung, Gigi Leung, Leo Ku and Jackie Chan. Elva Hsiao, David Huang (黃大煒), and Chris Yu (游鴻明) represented Taiwan. Stefanie Sun, JJ Lin and A-Do also represented Singapore. Also with Jang Na Ra representing Korea. Bibi Zhou, Li Yuchun, Jane Zhang, Pu Shu, Wang Feng, and Huang Xiaoming represented mainland China.Yesasia.com. " [http://www.yesasia.com/us/en/entertainment-news.html Yesasia.com] ." "Asian Artists Welcome Beijing Olympics news as of May 2008." Retrieved on 2008-07-26.] [Mingpao.com. " [http://ol.mingpao.com/cfm/Archive1.cfm?File=20070730/saa01/mbc1.txt Mingpao.com] ." "陳奕迅不會補送婚戒." Retrieved on 2008-07-26.] [zh icon Sina.com. " [http://news.sina.com/oth/phoenixtv/507-104-103-108/2008-07-09/20113056273.html Sina.com] ." "奧運進入倒計時 主題歌即將揭曉." Retrieved on 2008-07-26.] [ [http://en.beijing2008.cn/culture/songs/n214147033.shtml Jackie Chan is ready for the Paralympics - The Official Website of the Beijing 2008 Olympic Games ] ]

"You and Me", the official theme song for the games themselves, was first performed at the Opening Ceremony by Liu Huan and Sarah Brightman. Containing both Mandarin and English lyrics, it was composed by Chen Qigang, a Shanghai born French Chinese.

Beijing songs

"Beijing Welcomes You" was the theme song for the 100-day countdown celebration. "I am a Star" and "Smile Beijing" have been selected as theme songs for the Beijing Olympic Volunteers Committee. [ [http://en.beijing2008.cn/culture/songs/n214333552.shtml Theme songs for Olympic Torch Relay, Volunteers unveiled on 100-day countdown - The Official Website of the Beijing 2008 Olympic Games ] ] "Beijing Beijing, I Love Beijing" was performed at the closing ceremony.

Torch relay songs

The official theme for the torch relay was "Light the Passion, Share the Dream" (zh-st|s=点燃激情,传递梦想|t=點燃激情 傳遞夢想), [http://en.beijing2008.cn/news/dynamics/headlines/n214311423.shtml Theme song for 100-day Olympic countdown released - The Official Website of the Beijing 2008 Olympic Games ] ] performed by Wang Leehom, Stefanie Sun, Jane Zhang and Wang Feng, with the English version performed by the 106 contestants of Miss World 2007. [ [http://en.beijing2008.cn/culture/songs/n214199507.shtml 106 Misses 'light the passion' for the Olympic Games - The Official Website of the Beijing 2008 Olympic Games ] ] Another song to accompany the relay is "Red around the world" composed by Wyman Wong with lyrics by Albert Leung. The song also happens to be the new Coca cola promotional song. Individual versions are available for different artists such as Jacky Cheung, S.H.E, Wilber Pan.

Other songs

Chinese American singer Coco Lee and mainland singer Sun Nan (孫楠) performed a promotional duet "Forever Friends", and Nicholas Tse and Joey Yung sings "Together On The Blue Planet". Twenty-eight different sports are represented by 28 mainland China singers in a promotion video and song called "In Magnificent Shape to Uphold the Dream". Members include Fan Bingbing, Eva Huang (黃聖依), and Li Bingbing. Korea artists also contributed. Rain performed "Any Dream". Jang Nara performed "Our Dream", Zhang Liyin performed "One More Try", and Super Junior M performed "The One".


The film "One Person's Olympics" supported by Beijing's Olympic promotion committee shows Jackie Chan, Stefanie Sun, Leehom Wang, and Han Hong singing "Stand Up Together" in unison.

Video games

Two games were made for this event. "Beijing 2008" is the official game for the 2008 olympics developed by Eurocom. "Mario & Sonic at the Olympic Games" was published by Sega for North America and Europe and published by Nintendo for Japan.


A Chinese animation titled "The Olympic Adventures of Fuwa" was jointly produced by BTV and Kaku Cartoon. [cite news|url=http://www.bjreview.com.cn/exclusive/txt/2007-10/31/content_84104.htm|title=Adventuring With the Mascots|author=Wang Wenjie|publisher=Beijing Review|date=2007-10-31|accessdate=2008-06-16]


The United Nations postal service launched six commemorative stamps by Brazilian pop-artist Romero Britto released on August 8th. [Yahoo AU. " [http://au.sports.yahoo.com/olympics/news/article/-/4861978/issue-commemorative-stamps-beijing-olympics Yahoo AU] ." "UN to issue commemorative stamps for Beijing Olympics ." Retrieved on 2008-08-14.]

A special edition of stamps were issued by Hong Kong Post on August 9th with the theme of hosting the Equestrian event. Two limited edition products - Prestige Crystal Blocks Gift Set and the Beijing 2008 Olympic Games Limited Edition Prestige Stamp Album was on sale at 37 philatelic offices with limited stocks available. The album is issued in a limited edition of 6,000 copies with a certificate. [Xinhuanet. " [http://news.xinhuanet.com/english/2008-07/21/content_8741243.htm Xinhuanet] ." " HK to issue special stamps for Olympic equestrian events." Retrieved on 2008-08-14.]


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