The Vancouver 2010 Marketing ReportFrom the record television viewing figures and the exciting array of sponsor activations, to the soldout venues and queues of fans at the Olympic Superstores, it is evident that the marketingprogramme for Vancouver 2010 was an unparalleled success.This Vancouver 2010 Marketing Report offers a comprehensive overview of all the individualprogrammes that contributed to this accomplishment - and the achievements of the Games as a whole.As well as providing a summary of the Olympic marketing structure, this report highlights key areassuch as the broadcasting and sponsorship programmes - both of which enjoyed excellent resultsduring Vancouver 2010, helping to stage the Games and allowing fans across the globe to share inthe athletes' achievements.There are also chapters that offer insights into how the licensing and ticketing programmes forVancouver 2010 proved so successful, as well as chapters focusing on the power of the Olympicbrand and the measures taken to protect it.18Chapter Two / OLYMPIC MARKETING OVERVIEW