1. The Cultural Olympiad Marketing Campaign
Joely Pullen and Plechette Molyneux

2. Secondary Research
IDENTIFYING THE MARKETING PROBLEM

3. After conducting research through reading articles and using the internet
to search the Cultural Olympiad we gathered this.
The Cultural Olympiad a 4 year event, that‟s final year runs along side
the London 2012 sporting Olympics next summer. The idea is to attract
and involve the people throughout the UK that may not be interested in
the London 2012 Olympic Games, however still want to come together
and celebrate the idea of London 2012, through inspiring creativity
throughout the many various cultures in the UK, such as art, dance,
music, film making and many more.
The idea is strong, however how is this happening in 8 months time and
no one knows about it? It is invisible to the British public.

4. “
After browsing the „Cultural Olympiad‟ official website, straight away there is only
an extremely short paragraph explaining what the whole event is all about.
”
Even after reading this paragraph the idea of what the event represents and offers is
all very confusing.
„It is designed to give everyone in the UK a chance to be a part of London 2012 and
inspire creativity across all forms of culture, especially among young people‟ – taken
from the clip from the official website above this paragraph clearly states it tries to
appeal and inspire creativity in young people, however through further investigation
of the website, and also through reading articles promoting the event, it seems this
does the opposite and doesn't‟t attract the younger audience it wants too, as no body
seems to know anything about it.

5. The easiest way to access
information about the Cultural
Olympiad is to view there official
website.
The majority of people in the UK
have easy access to the internet,
therefore to gain a knowledge of
the Cultural Olympiad your
easiest option is too go onto there
website.
This being said, we feel the over
all appearance of the websites
initial homepage does not in the
slightest represent what the event
is representing.
The event is all about inspiring
creativity through the many
different cultures in the UK.
Therefore I would of designed the
website also as inspiring and
creative, far more artistic and
more incising to the audience they
are trying to target.

6. After being introduced to this event recently and talking about it
amongst other young people like ourselves, we are aware that
this event is almost invisible to its prime target audience.
We have pin pointed a few key factors as to why the cultural
Olympiad is maybe slightly misunderstood, as the brief
description on the website is slightly confusing.
However, we have also noticed that no body knows anything
about this event. The articles in the press are also not appealing
to the younger audience they wish to incise. Articles printed by
national papers like The Guardian, a paper that‟s target audience
is far older than the event itself, therefore the people reading the
articles are not the people The Cultural Olympiad want to
attract.

7. We have identified that the areas throughout
there marketing and PR that could possibly be
the vital reasons why this event is tiny and
hardly recognized in the UK.
For example, the lack of creativity on the
website, the event is all about „inspiring
creativity through culture‟ however the website
is less than inspiring.
The PR through the press is also not coming
from the right areas, the website clearly states on
the home page that they want to attract and
inspire a younger audience, however articles
posted in The Guardian will not gain them
awareness from this specific target audience.
Furthermore, as far as we know there is no
television ad, and we are yet to see web banners
or posters advertising the event.