Fuji Xerox Australia – Olympic Games
Situation
Just because the Olympic Games is a high-profile event, it doesn’t guarantee immediate coverage for all involved. Fuji Xerox, TOP-level Olympic Game sponsor, managed the large digital production environment at SOCOG leading up to the Sydney 2000 Olympic Games, then ran its conversion to a Results book production facility for the Games themselves. This included the negotiation of all staffing, logistical and operational requirements with SOCOG for production of the books within the tight restrictions required.
Objectives
• Generate publicity of Fuji Xerox’s Olympic print applications in the trade and mainstream press
• Raise awareness of Fuji Xerox’s position as an IT company specialising in document distribution and workflow
• Communicate the key message that if Fuji Xerox could manage the print load of SOCOG and the Sydney 2000 Olympic Games, then imagine what it could do for everyday corporate business
Campaign & Results
Just Go Write worked with Fuji Xerox on creating specialised media tours during the Olympics, as well as targeting specific trade press with the ground-breaking IT aspects of the Olympic print set up. Just Go Write helped identify and place stories that had elements of impact and significance to the media including:
• The Olympic first of Fuji Xerox burning the results of every race and athletic competition on to single CDs for distribution to journalists and Olympic/sports organisations three weeks after the end of the Games. This was a new initiative, designed to help the environment. Fuji Xerox developed software that allowed staff to take all the result files, convert them to PDFs and assemble them into electronic books on CD.
Media tours were also arranged - Just Go Write made use of ‘Olympic Fever’ and the fact that official media accreditation was only for select media organisations.
The non-accredited media centre was supplied with information and JGW leveraged Fuji Xerox’s role as sponsor to run tours for local, non-accredited journalists. Media were able to see behind the scenes in the media centre, where Fuji Xerox was printing the results, and it gave them new Olympic story angles from their accredited counterparts who were only concerned with covering the sporting events.
Just Go Write also came up with the idea to create a CD-ROM dictionary of “down under” expressions for international media who might not be familiar with certain terms. It went over extremely well with international journalists, many of whom used the dictionary to add colour to their reports back home. It was a simple, inexpensive idea, and even caught the eye of the Australian media who saw is at as bit of a departure from the other Olympic news.