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Olympics marketing blitz takes off in Japan

With less than three months to go before the start of the 2012 London Olympics, a marketing spree to capitalise on the global sporting event is getting under way among Japanese companies.

Dentsu Inc., Japan’s biggest advertising agency, estimates the London Games will have a direct JPY368.7 billion (USD4.64b) effect on consumption, such as purchases of related goods. Including indirect effects, such as the production of these goods, the Olympics will generate economic effects totalling JPY803.7b, it said.

The projected effects include JPY235.3b in sales of flat-screen television sets and other digital appliances, JPY61.2b for Olympic-related goods, JPY49.8b for food and beverage expenditures, and JPY300 million for tours to London.