Media, Olympics

One Year Until Rio 2016

In March — to mark the occasion of being 500 days away — I posted about the Olympic Opening Ceremony, how it came about, the meaning behind the pageantry and why it’s so special. Tomorrow, August 5, is the one year mark until the Opening Ceremony for the Rio 2016 Olympic Games.

To mark the occasion, NBCUniversal is launching an all-out media blitz, starting with the 60-second commercial below. The commercial will air across all of the company’s 18 networks.

Other parts of the promotion will include TV features, banners on the various websites of NBCUniversal and social media coverage using the hashtag #RoadToRio. On its main online hub,, there will be numerous videos, graphics and stories published about the various aspects of the Games.

Launching a promotion on this grand of a scale carries a risk of being too much and overwhelming the viewing public, but John Miller, chief marketing officer of NBC Sports Group, insists that “it’s the official kickoff of our campaign. It won’t be a continual, year-long effort, but we take [time] a year out to say, ‘This is where it all begins.’”

Rio 2016 will be the first Olympic Games held in South America, and will run from August 5-21. It will feature 10,500 athletes from 206 countries competing in 42 sports (306 medals total). Two weeks after, the Rio 2016 Paralympic Games will take place from September 7-19. The 2016 Paralympic Games will feature 23 sports (528 medals total).


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