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IOC Marketing Report – Beijing 2008131 Brand ProtectionChapter Eight Anti- Ambush Campaign Ambush marketing refers to any attempt by non- Olympic sponsors to create an unauthorised association with the Games. Only official sponsors, licensees and government partners of the Olympic Movement are allowed to suggest such an affiliation, so an anti- ambush campaign was initiated to protect the Olympic brand and the rights of official partners. Following its successful launch in the run- up to the Turin 2006 Winter Games, an anti- ambush kit developed by the IOC was again distributed to NOCs, providing guidance on local implementation of the campaign. Produced in English, French and Spanish, the kit included template advertisements, letters and press releases to help communicate the key campaign messages, as well as tips to help share the anti- ambush initiative with local media. The campaign succeeded in educating companies and the general public on the negative impact that ambush marketing has on the work of the Olympic Movement, and highlighting the contributions of the official Olympic partners and sponsors.