ABSTRACT
This chapter explores the key principles that underpin current Olympic global communication and marketing strategies and reviews SOCOG’s specific implementation model in the lead up to and during the 2000 Games. The aim of the chapter is to contextualise the promotional strategy of the Sydney OAF and to identify established Olympic communication parameters that have yet to be adapted to the characteristics of a cultural programme. This analysis highlights ongoing tensions that reveal the need to develop clearer coordination between global communication marketing imperatives and locally sensitive cultural policy requirements within the Olympic Games staging process, a theme that continues to challenge recent Games.
