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August 29, 2008

Kodak Enhances Digital Experiences at Beijing 2008 Olympic Games, Shares it with Fans, and Bows Out


KODAK


Kodak


Kodak was the Official Imaging Sponsor of the Beijing 2008 Olympic Games.

In Beijing, Kodak's most advanced imaging technologies were employed to help create accreditation badges, provide onsite image-rich printing and publishing services, and support thousands of photojournalists capturing the action of the Olympic Games for news media worldwide.


Kodak


Kodak


The Kodak Image Center, a 22,000-square foot facility located in the Main Press Center, served the needs of more than 1,500 professional photographers and news agencies with traditional and digital photographic products and services. An estimated six million images were acquired and digitized. By digitizing all the images, the Kodak Image Center enabled photographers and photo editors to share these memorable moments with editors, producers and audiences worldwide.


Kodak


Kodak printed Opening Ceremony photos and other image related items, and delivered imaging services throughout the games to the International Olympic Committee, the U.S. Olympic Committee and several other National Olympic Committees, and many of the Olympic Games Sponsors.

Kodak systems also produced more than 1.2 million security badges and credentials required for the Olympic athletes, officials, volunteers and sponsors.


Kodak

Kodak Picture of the Day: August 17, 2008. Men's Swimming. Photographer: Ezra Shaw/Getty Images. Michael Phelps of the United States celebrates victory in the Men's 100m Butterfly Final held at the National Aquatics Centre during Day 8 of the Beijing 2008 Olympic Games, August 16, 2008 in Beijing, China. By winning gold in the Men's 100m Butterfly, Phelps tied Mark Spitz's record of winning seven gold medals in a single Olympic Games.


Kodak

Kodak Picture of the Day: August 15, 2008. Men's Water Polo. Photographer: Adam Pretty/Getty Images. Milan Ticic of Montenegro fights for the ball against Greece during the men's preliminary round water polo match at the Olympic Sports Centre Yingdong Natatorium during Day 6 of the Beijing 2008 Olympic Games, August 14, 2008 in Beijing, China.


Kodak Gymnastics

Kodak Picture of the Day: August 11, 2008. Women's Gymnastics. Photographer: Jed Jacobsohn/Getty Images. Deng Linlin of China competes on the balance beam during qualification for the women's artistic gymnastics event held at the National Indoor Stadium during Day 2 of the 2008 Summer Olympic Games on August 10, 2008 in Beijing, China.


Kodak Fencing

Kodak Picture of the Day: August 18, 2008. Fencing. Photographer: Mike Hewitt/Getty Images. Wang Jingzhi (right) of China and Aron Szilagyi of Hungary compete in the men's team sabre fencing semifinals at the Fencing Hall of National Convention Center on Day 9 of the Beijing 2008 Olympic Games, August 17, 2008 in Beijing, China.


Kodak Beijing

Photo: Kodak Photo Shop in Olympic Athletes' Village, Beijing.


Eastman Kodak has been offering fans an inside look at the Beijing 2008 Olympic Games through a variety of interactive online features at kodak.com/go/olympics including Olympic Picture of the Day, a photo tour of Beijing and daily posts on Kodak's blogs.

"While many websites cover medal tallies and country standings, we turn our cameras 180 degrees to show national pride, fan support and local color along with great sports photography," said Thomas Hoehn, Director, Brand Communications and New Media. "We want to provide a sense of what it's like to be at the Games through pictures and personal stories direct from Beijing."

"The Olympic Games captivate people everywhere and enable the world's best athletes to showcase their talents," said Antonio M. Perez, Kodak Chairman and Chief Executive Officer. "Dating back to the first modern Olympic Games in Athens in 1896, Kodak has been there to help capture and preserve the history, while also supporting the athletes. We're proud to play that role again in Beijing."

"The Olympic Games have played a major role for Kodak historically, helping us to showcase our products, innovations and services," said Perez. "We are culminating a long, fruitful relationship with the Olympic Movement and look forward to a successful program at the Beijing 2008 Olympic Games." Mr. Perez was speaking a few days before the games began on August 8, 2008.

Eastman Kodak Company is reevaluating its sponsorship policy. A few months ago, it had announced that it would end its Olympic sponsorship after the 2008 Beijing Games. "As we complete the transformation of Kodak, it makes sense for us to take a new direction," said Elizabeth Noonan, Kodak's director of brand management. "Digital technology changes everything, including the way we market our products and services," she said. "Our new business strategy requires us to reassess our marketing tactics as well, and adapt them to changing market conditions and evolving customer behavior."

Source: Eastman Kodak Company

(Kodak is a trademark of Eastman Kodak Company)


• The end of the Kodak sponsorship opens the category of film, photography and imaging to new companies. Fuji, Kodak's main competitor, was a sponsor for the 1984 Summer Games in Los Angeles.


Fujifilm


• For advertisers, the Olympics is one of the splashiest events for reaching the widest possible audiences on a world stage. But when the Beijing Olympics closed on August 24, 2008, more than a century of "Kodak Moments" at the global sporting event also came to an end.


Quote

"Then in 1984 the Olympics came to Los Angeles. Olympic czar Peter Ueberroth believed that Kodak was the natural choice to be the exclusive film sponsor, but Kodak wouldn't bite. Even after Ueberroth visited Rochester to make his pitch, Kodak refused to pay just $1 million, far below the $4 million floor for sponsorships that Ueberroth had established. So he approached Fuji, which in those days was still barely known in the U.S. market. Ohnishi said yes on the spot and eventually committed around $7 million. No marketing investment ever brought better returns. Within months of becoming a sponsor, Fuji landed 50,000 new distribution outlets. "Salespeople said that accounts that didn't used to return their calls were suddenly calling them," says Tom Shay, head of corporate communications for Fuji USA and a 26-year Fuji veteran. "The Olympics completely changed the way people looked at us." ...

Finally, Kodak and Fuji have jumped into the digital camera business themselves. But they are in a mob of nearly two dozen camera, computer, and consumer electronics companies trying to get into the same space. One thing is sure: The companies that win in digital photography will need marketing and product smarts, technology and, not least, money. Fuji, it seems, has them all."

- FORTUNE Magazine, October 27, 1997


Opinion

"Kodak photographic materials and equipment are sold worldwide and are are bought and used by consumers, photographers, photo studios, photo labs, cinema, television, and various businesses involving photography & imaging.

Yet none of the America's top business commentators would feel comfortable answering the following simple question:

In your view, approximately how many photographic goods users in the world (or in the USA) appreciate or even know that Kodak was the exclusive Official Photography & Imaging Sponsor of the Beijing 2008 Olympic Games, and that the Kodak technology, products and services helped in staging the world's largest event ?"

©GlobalGiants.Com

[Also check the August 20, 2008 Relevant Post: Branding at the Olympics]


|GlobalGiants.com|


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Edited & Posted by Surender Hastir | 4:39 AM | Link to this Post


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