Now that Rio has won the bid for the 2016 Olympics, it’s time to look back and see how marketing played a role in the successful bid.
Rio’s branding line was “Live Your Passion.” It’s what we like to call a ‘big you’ statement that focuses more on the 90 members who vote than on Rio as a location. It’s a branding line, not a brag line. The Chicago bid was, “Let Friendship Shine.” Chicago spent a lot of time talking about ‘introducing Chicago and America back to the world.’ Hmmm. As a voter (and that is the only audience), would I want to let ‘friendship shine’ or ‘live my passion’ when I go to the next Olympic site? I’m going to Rio.
The Rio (english) website had a quick-loading video right off the top that gave you a great feel for the beauty of the country and the people. If you click on the Rio 2016 tab, you will see a great video on the facilities and areas, which allows you to really ‘see’ the vision. Based on the arresting animated city fly-through graphics showing the Rio venues, I’m sold (www.rio2016.org). The Chicago website is static, even using a Google map to show the areas (www.chicago2016.org). Nearly 6,000,000 people voted on the Rio website to support Rio’s effort (the tally is displayed on the website); only 1.3 million clicked to support Chicago’s effort.
Rio’s site may be a bit less ”designed” as websites go, but the use of video makes it a much better selling site. I don’t believe it was anti-American sentiment, political workings or the highly publicized Chicago murder prior the vote that sealed the deal for Rio. It was Rio’s focus on the key audience and better marketing. Live your passion. In RIO.