IOC Marketing Report – Beijing 200857 SponsorshipChapter Four Imagination Centre As part of GE's on- site marketing activation programme, the company built a 1,500- square metre structure called the Imagination Centre in the heart of the Olympic Green. The two- story, interactive experience provided a way for customers and consumers attending the Olympic Games to experience the brand. Thousands of visitors toured the self- guided venue each day, including IOC President Jacques Rogge, Premier Gordon Campbell of British Columbia, Mayor of London Boris Johnson and London 2012 Chairman Sebastian Coe. The Imagination Centre connected the five core Chinese elements of wood, fire, earth, metal and water with key technologies from GE businesses that contributed to building the infrastructure for the Beijing Games, including Energy, Water, Healthcare, Transportation and Lighting. Following the Beijing Games, the Imagination Centre will be moved and installed in the lobby of the new GE- China headquarters building in Shanghai. Marketing and Advertising Programmes As an extension of its sponsorship, GE developed over 100 global sales incentive programmes targeting customers, consumers and its own sales force. The flagship programme, called the Decathlon Challenge, enrolled 34,000 GE salespeople worldwide. Through a simple digital framework, sales teams anywhere from Brazil to China were able to develop customised Olympic Games- themed sales incentive programmes for employees and distributors. Customisation options include measurement criteria, tools for ongoing communication with participants, and an online leader- board to keep participants updated on top performers and inspire healthy competition. All programmes to date have resulted in nearly USD 200 million in revenue growth in 2007 and 2008.
58IOC Marketing Report – Beijing 2008 Chapter FourSponsorship " Despite being a relative newcomer to the Olympic Movement, we were able to create a deep and meaningful connection with the people of China through our Pavilion with its Qin Terracotta Warrior exhibit, and with Olympians through our Hearts of Gold programme and support of the Polyclinic. The success of our individual businesses in every region of the world in reaching new patients and customers further adds to our delight with the Beijing 2008 Olympic Games." Owen Rankin, Vice President, Corporate Equity & Olympic Sponsorship, Johnson & Johnson Johnson & Johnson's support and expertise during the Beijing Games helped better the health and wellbeing of families and communities in China and around the world, support Olympic athletes and the Olympic Games medical staff, and celebrate and inspire extraordinary acts of caring by everyday people and athletes. Olympic Games Pavilion The centrepiece of Johnson & Johnson's activities in Beijing was its Pavilion, which featured a series of special high- tech, multi- media exhibits that celebrated the spirit of caring and family values. Visitors also lined up for the rare opportunity to view an exhibit of five authentic Qin Shi Huang Terracotta Warriors. Caring Heart Programme Johnson & Johnson's Caring Heart Contest was a search to identify and reward ten caring role models in China who better the lives of others. The winners were nominated and selected by the public and were