Equal Footing for Olympic and Paralympic Activations

GMR, a Wisconsin-based experience agency, deployed significant resources for the Paris 2024 Olympic and Paralympic Games, representing 11 clients with 250 global and local staff on the ground. The event marked GMR's 19th Olympic Games involvement, building on experience gained through previous Games in Rio and Tokyo.

Dennis Jenders, Executive Strategy Director at GMR, highlighted a notable shift in brand approach during Paris 2024. "I was surprised to see in practically every brand activation, Paralympics on an equal footing with the Olympics," Jenders said. "It was great; it was special. It's important for us to still, as marketers, push that narrative and ensure equity and equality all across the board."

Enhanced Athlete Experiences and Strategic Content

The agency focused on enhancing athlete experiences within the Olympic Village while developing content strategies to maximize client investment. Jeff Handler, VP-Olympic and Paralympic Clients at GMR, and Jenders emphasized the importance of strategic storytelling tied directly to the Games.

"What is your content play here to maximize your investment, and when you're on the ground, what are you doing to level up the storytelling to make sure that it is equal and equitable?" Jenders explained regarding their approach to brand activations.

Technology and Accessibility Integration

The Paris 2024 activations incorporated accessibility considerations alongside innovations in technology and social connectivity. Brands utilized historic venues throughout Paris for their activations, taking advantage of the French capital's unique setting after the restricted Tokyo Games that proceeded without spectators due to pandemic limitations.

GMR's work in Paris has already generated momentum for future events, including the Milano-Cortina Winter Olympics, Los Angeles Summer Olympics, and the 2026 FIFA World Cup. The agency's experience managing multiple clients across both Olympic and Paralympic Games provides insight into evolving brand activation strategies in major sporting events.

Based on reporting by Event Marketer. Read the original article.