Behind Beijing

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Rings saturation – not just the athletes competing!
Tues 22nd July, 2008

By Charles Jefferson

Buzzing around T5 taking in the new terminal, but disappointed by the singular lack of Olympic advertising or brand presence with less than 20 days to go. Same on the plane, maybe the next highlife inflight magazine will introduce a stronger strand of Olympic content. Nothing on BAs sports / lifestyle TV channel. Might have expected more from official carrier of GB Team on the Beijing route, but is it still early days for them? As the plane begins to taxi - Wendy Maxwell - member of GBR sailing team was wished best of luck by one of the cabin boys. Linked it nicely to them being proud sponsors of GB Team - so maybe the message is getting through. Glad to see she got an upgrade to business.

Since landing it’s not just the humidity that is saturated - everything is covered with Olympic rings. Getting cut through is going to be tough. Not just the athletes competing at these Games.

Through the morning mist, I think its mist, as we come to rest, I see a massive Panasonic Olympic billboard. One nil to the big boys (TOP).

From leaving the plane I am bombarded by official brands. Coke welcome us as the first brand followed quickly by Visa and Lenovo with smaller light boxes. Panasonic seem to have the biggest presence and have outspent the competition. Interesting to see that billboard content all pretty similar - everyone maxing on the iconic birds nest. Is this going to be the most over exposed image?



But for me the brand winner at the airport is China. We land in front of the most impressive airport structure - leaves T5 in its shadow. A low rising shard of steel and glass. Or is it a shark's fin? The reception is warm and we flow quickly through to passport control where everyone seems to be dressed in Official BOCOG uniforms. There is a simple but open queuing process - which could be challenged at peak times - that swiftly processes the tired travellers. We are invited to evaluate our visa controller's service. Gave her a "satisfied" as I thought "very satisfied" might over do it! Even a slight delay in luggage delivery was handled by a very personable carousel operator who personally apologises to groups of impatient travellers. An apology - when was I last apologised for poor service! One nil to the home team. Let the Games begin.