Paris is braced for a surge of 15 to 20 million visitors during the Olympics this summer. Ouest France reports the Games are operating with a budget close to €9 billion, deploying an anticipated 30,000 police officers, and providing approximately 13 million meals through the organising committee.
Billed as an event for the people, the Olympics showcase the best of global sportsmanship for eyeballs across the world. But, for many in France, it feels more like a distraction from the current social chaos. While the arrival of the Olympic torch has sparked excitement, expensive tickets and rising transportation costs have left many feeling Paris 2024 isn’t something the French should be cheering for at all.
QR codes, transport restrictions, and “stay-at-home” policies – reminiscent of a not so distant period – are now taking on fresh meaning for many Parisians, as cynicism surrounding the Games takes hold.
What does this mean for comms leaders around the world as the event approaches? Given the groundswell of public opinion, it’s vital to be strategic and sensitive in our approach to brand management in the coming weeks.
Carefully consider community engagement
The strain placed on public finances is a point of contention for the French. Unexpected costs from last-minute staffing needs, combined with disappointing ticket sales – likely due to exorbitant prices – have left many taxpayers wondering: is all the investment worth it?
The difference in recognition between minor and major sponsors, with the latter enjoying big tax breaks,has only added to public frustration too, highlighting the need for more transparent and accountable spending of public funds.
Against this backdrop, those in comms should carefully consider how they engage with communities, placing a spotlight on the positive impact the Games will have. Winning narratives include focusing on the economic benefits (job generation/local business boosts/increased tourism), infrastructure improvements (highlighting the long-term benefits for citizens) and community programmes (youth sports/cultural events/volunteering opportunities).
Communicate transparently via digestible formats
The Games could potentially generate €10 billion for the economy, consulting firm Asteres has predicted. But when comparing past Olympic Games, Asterès also concludes former host countries such as South Korea, China and Greece didn’t see much change in economic growth rates at all.
Many hospitality businesses have seen opportunity afoot, with hotel prices soaring by 314% for a night in Paris, prompting the Paris Tourism and Congress Office to urge rate caps. Airbnbs are also expected to rise by 80% a night. The positive impact on small businesses is yet to be proven.
Elsewhere, analysis by the Centre of Law and Economics of Sport (CDES) highlights benefits primarily concentrated in the event organisation sector, which alone has seen an injection of €3.8 billion. This influx has boosted the local economy, and spurred the creation of nearly 90,000 jobs across various sectors, including security, logistics, and waste management. But what comes when it’s time for everyone to go home? We need to acknowledge these concerns directly and honestly, providing detailed information on spending, and highlight the expected benefits to citizens.
Lord Coe, who chaired the organising committee for London 2012, believes the medal haul delivered by British athletes that year set standards and expectations that were then met at the two subsequent Games, helping make the case for continued funding for the country’s high-performance system.
As each Games arrives, so does the opportunity to examine the different technologies organisations can use to deliver messages to audiences. Ensuring data is shared in a variety of manners across a range of platforms is now vital. From Q&As via TikTok and Snapchat to entice younger generations to learn more, to infographics and interactive reports for older generations to keep them abreast of sustainability and legacy messaging – keeping communities informed with regular updates will help brands foster trust and demonstrate a commitment to addressing public concerns responsibly.
A confident sprint to the finish line
As the world turns its gaze towards Paris, there’s still a chance for the Games to foster a sense of unity, a sentiment that has been notably absent in the country of late, exacerbated by economic disparities resulting from inflation, and the widening political divide leading up to the European elections.
If the Paris 2024 Olympics can reignite even a semblance of national unity and cohesion, then France will have won the ultimate gold medal. And the track is set for those in comms too. Only with a strategic and sensitive pace, however, can comms professionals guarantee a spot on the winner’s podium.
