By Barry Janoff
February 8, 2017: While there could be some people still shaking sand out of their shoes from the 2016 Olympics in Rio de Janeiro this past summer, and while many are working to bring the 2024 Summer Games to Los Angeles, NBC Sports wants you to think one year down the road to the 2018 Winter Games.
Today (Feb. 8) marks the one-year-out date to the Winter Games XXIII, scheduled to run Feb. 8-25, 2018, in PyeongChang, South Korea.
To mark the occasion, NBCUniversal has unveiled a multi-level campaign that includes TV, print, athlete activation and integration into its portfolio of broadcast, cable, digital, regional, local and radio assets.
"One year out is always the beginning of our comprehensive Olympic consumer engagement plan in which we use the unmatched power of NBCUniversal’s promotional and editorial assets to connect viewers to the athletes and the Games," Jenny Storms, CMO for NBC Sports Group, said in a statement. "Our 2018 campaign will focus on the stories of the athletes more than ever before."
A pair of TV spots were unveiled to mark the one-year-out events: "Hello, World: The Winter Olympics In One Year" and "Meet The Stars."
NBCUniversal plans a "road block" Feb. 8, 8PM ET/PT) that consists of a 60-second Olympic spot voiced by This Is Us star Milo Ventimiglia. It airs across more than a dozen NBCU broadcast and cable networks, including NBC, NBCSN, Golf Channel, Bravo, CNBC, MSNBC and USA Network.
NBCUniversal will digitally display one-year-out promotional and editorial content across its more than 50 websites. Most Web sites will stream the 60-second Olympic promo, display banner advertising, and/or dedicate editorial content consistent with the site’s brand.
NBC began to air 100 hours of winter sports coverage this past November, with events that will run through March including the FIS Freestyle Skiing World Cup (Feb. 10-11), ISU Four Continents Figure Skating Championships (Feb. 15-18), FIS Alpine Skiing World Cup (March 17) and the IBSF Bobsled and Skeleton World Cup (March 18-19).
NBC brought a full roster of potential Winter Games athletes to New York for in-person and on-air events, including Shaun White (snowboarding), Gracie Gold (skating), Hilary Knight and other members of the U.S. National Women’s Hockey Team and members of the U.S. National Sled Team.
NBC has had exclusive U.S. coverage of every Summer Olympic Games since Seoul in 1988 and every Winter Olympics Games since Salt Lake City in 2002. In 2011, NBCUniversal extended its TV rights deal for the Olympics through 2020 for $4.38 billion, and in 2014 again extended those rights through 2032 for $7.65 billion, according to industry analysts.
The U.S. Olympic Committee joined NBCU in celebrating the one-year-out date with various marketing and athlete activations in the U.S. and South Korea.
That includes a dedicated PyeongChang microsite with sport previews, news, videos, a six-part series celebrating Team USA’s top athletes and storylines; and behind-the-scenes content from winter athletes training at the U.S. Olympic Training Centers.
In South Korea, members of the local host group and International Olympic Committee set into motion an Omega countdown clock, which will run until the Games begin next February.
"In one year’s time the world will witness the Republic of Korea’s ability to deliver fantastic Olympic Games," Gunilla Lindberg, chairman for the IOC’s PyeongChang 2018 Coordination Commission and an IOC executive board member, said in a statement.
"One year out is always the beginning of our comprehensive Olympic consumer engagement plan in which we use the unmatched power of NBCUniversal."
"It will also mark 30 years since this great city of Seoul hosted the Olympic Games in 1988. The Olympic Winter Games next year will be a truly fantastic event that will inspire people all over the world. We are very proud to count on Omega once again as the official timekeeper of the Olympic Games," said Lindberg.
Global International Olympic Committee partners include Atos, Bridgestone, Coca-Cola, Dow, GE, McDonald’s, Omega, Panasonic, Procter & Gamble, Sansung, Toyota and Visa.
USOC partners include 24 Hour Fitness, Chobani, Comcast, Deloitte, DeVry University, Dick’s Sporting Goods, The Hartford, Hershey, Kellogg’s, Liberty Mutual, Nike, Oakley, Ralph Lauren, Smucker’s and United.
According to NBC’s Storm, "By curating fun and personable content from the athletes’ very own social media accounts, we’re able to introduce the public to emerging stars such as Nathan Chen and Chloe Kim, and reconnect them to Olympic champions such as Lindsey Vonn and Shaun White."
NBC Sports Preps For 2018 Winter Games
Back to Home Page