NBC's Olympic Promotion Plans; London "Dressing Up" for Games; 02 Arena Bridge

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Expanded Reach for NBC Means Greater Olympic Promotion

NBC Universal will use its expanded reach to promote the 2012 Olympics, now just one year away.

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Its first milestone will be the U.S. Thanksgiving holiday, one of the most-watched television days in the U.S. NBC will highlight the Olympics during its coverage of the annual Thanksgiving Day Parade and dog show on Nov. 24.

Next is the Super Bowl. NBC will capitalize on the large viewership for that and the NFL Playoffs, by having their marketing "re-emerge" for the months of January to February, when the games take place. The final for the NFL season is the highest-rated event in the U.S. An estimated 111 million Americans tuned in to the 2011 edition.

Following the Super Bowl, NBC plans a "mild increase" in Olympic promotion for March and April, "and will see a significant increase in May, June and July", according to NBC’s documents.

One-year-out Olympic advertising on July 27 was more extensive than ever with NBCU’s new Comcast assets, NBC said.

In January, Comcast merged with NBC Universal, giving the company more opportunities for Olympic promotion on various networks.

The company ran a 60-second promo on Wednesday on 20 NBCU channels, all NBC Sports Group regional sports networks and within Comcast local cable markets at 8 p.m on July 27—prime time for television viewing.NBC also had a social media strategy for that time, which is peak viewing for social media sites.

NBC featured Olympic content throughout the day, and NBCU’s 40 different websites ran Olympic-themed banner ads.

NBC will hope to make the most of its Olympic contract. The network paid more than $2 billion to broadcast the 2010 and 2012 Games in the U.S. In Vancouver, the network did not have a stellar return on its investment. It lost a reported $200 million of the 2010 Games.

London Boroughs Asked to Dress the Part

LOCOG chair Sebastian Coe and London mayor Boris Johnson want the entire host city to embrace the Look of the Games ahead of the 2012 Olympics.

"When the world arrives next summer I want every corner of London to demonstrate its pride at hosting the world's greatest sporting event," Johnson said in a statement.

"That means decorating not just our iconic landmarks and public spaces with the 2012 look, but ensuring every inch of the capital dazzles its visitors and the millions watching around the world."

To help achieve such a sweeping effect, the Greater London Authority, Government Olympic Executive and LOCOG teamed up to produce an official Look Book distributed Friday to the capital’s 32 boroughs.

Flags, banners, bunting, artwork and greenery are among the items on which boroughs can soon begin to spend the roughly $80,000 they were each allocated earlier this year by Johnson to dress in the Look of the Games.

Walkway Over 02 Arena

Olympic fans will have the opportunity for a special view during the 2012 Olympics.

The Greenwich Council approved a temporary walkway over 02 Arena, site of basketball and gymnastics, so spectators can savor a panoramic view of London.

Dubbed the Skywalk, the temporary footbridge will be able to have 720 people walk across its 650 foot path, suspended 200 feet off the ground between the iconic pylons.

Written by Ed Hula III.