With just 24 days to go the opening ceremony, 2GB today announced a national advertising deal with McDonald’s for the Beijing 2008 Olympic With 2GB the network hub in Sydney and no Fairfax stations in the mix, the games will be heard on an ad hoc network of commercial stations in Melbourne, Adelaide and Perth. There was no mention of a Brisbane outlet in 2GB’s media release.
2GB Sales Director Mark Noakes says, “We are pleased to announce McDonald’s as a national partner across our affiliate network. The Network includes SEN Melbourne, 5AA Adelaide, 6IX Perth, 2CC Canberra, 2KO Newcastle and Macquarie Southern Cross Broadcasting which covers regional Australia and Darwin. In total the Network covers over 50 stations and is the result of extensive collaboration between a number of radio companies, both metropolitan and regional. It has been quite an achievement to coordinate across multiple owners but the result for McDonald’s and listeners across Australia will be outstanding.”
McDonald’s National Media and Sponsorship Manager, Toby Dewar says, “The Olympic Games provides McDonald’s with an outstanding opportunity to showcase our brand and really tap into the moments that Australians love about the Games. The 2GB partnership provides a dynamic platform of integration that allows McDonald’s to reinforce a number of its key brand messages, whilst also an efficient and targeted means to land our tactical and sales driving initiatives.”
OMD spokesperson Simon Watson says “What attracted us most to this deal was the ability to leverage a national footprint. This partnership has provided the perfect solution, allowing us to quickly and efficiently communicate a new creative message every two weeks in the form of the Olympic Games Vignette series.”
In the lead up to the Games,, the radio campaign will promote the ‘Flavours of the Games’ menu with McDonald’s launching one of five new products every fortnight, each reflecting one of the world’s five continents and offering a variety of new tastes to customers. Once the Games kick off, the radio activity will further drive a number of instore promotions and activations.
The 2GB commentary team heading to Beijing is spearheaded by prominent Olympic Games broadcaster Ray Hadley OAM and Olympic Gold Medallists Jane Flemming and Nicole Livingstone, alongside accredited partners who will provide customised content for various local markets around Australia.