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.