La estrategia comunicativa y de marca dela candidatura de Madrid a los Juegos Olímpicos de 2016

Zusammenfassung

The efforts of the city of Madrid as a candidate placeto the Olympic games in 2016, show on one hand acommunication campaign of an organization with allthe strategic targets: the International Olympic Committee –who had to judge in favor of it-; the citizensand residents of Madrid, and potential visitors; thesociety, possible pressure groups concerned aboutthe financing or the environment and volunteers; enterprises interested in the economic benefits that theOlympics would bring –tourist or hotel keepers’ associations and sponsorships-; public authorities: Government, The Royal Family and local or autonomic authorities involved; sport and educational federations;even the media, social networks and the competence.On the other hand, it is notorious the brand strategyconsisting in linking a city with values such as “sport,kindness, integration, multicultural, corporate socialresponsibility, security or innovation”, reflecting thetrend of city branding or place marketing.After the literature review about the two approachescited, and the analysis of case studies, analysis contenthas been applied about the communication tools theresearcher could access to –videos, speech, website,press coverage about the main report and COI visit toMadrid and the brand ambassadors’ presence-. All ofthem show messages about the potential positive benefits that the event would bring: social, experientialand functional benefits.