Official Worldwide Olympic Partner Panasonic

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Behind the Scenes 2008 Beijing Episode4


Beijing 2008 Olympic Games are Almost there

And Panasonic is on the Scene vol.4

Keita Yasuda
Keita Yasuda
Worldwide Olympic Marketing
Brand Promotion Group
Corporate Communications Division
Matsushita Electric Industrial Co., Ltd.

Hello everyone. My name is Keita Yasuda from the Worldwide Olympic Marketing. I'm working on global advertising for Panasonic's Olympic sponsorship activities.

After arriving in Beijing at the end of July, I spent two weeks coordinating the final details of our sponsorship activities, and now we're finally approaching the start of the Games. I'd like to report on the atmosphere here in Beijing over the past two weeks, where the entire city has dressed itself up totally in Olympic colors, and relay the tremendous efforts displayed by the rest of the Panasonic staff, who have been working feverishly to complete equipment deliveries on time.

Many of the tourists coming from overseas first arrive at the Beijing Capital International Airport. The newly constructed Terminal 3, which was built specifically for the Olympic Games, is constantly bustling with news media and athletes from all over the world. There, more than 20 Panasonic billboards with stunning images of athletes in action help to project the Olympic mood right from the airport.

As you leave the airport on your way to the city and get on the highway, which is already being controlled by full-scale traffic regulations, you can see a huge billboard called a Unipole from your window. For the duration of the Games, similar to the Beijing Capital International Airport, special Olympic advertising programs are being held in downtown Beijing, in which advertising spaces are offered only to Olympic partners. These billboards are a part of this program.

On the streets, buses decorated in wrap advertising, with the blue and white Panasonic logo, clearly stand out. Over 30 of these buses, carrying guests that we have invited from all over the world, will start operating on August 7.

Meanwhile, at the Hospitality Center, which is set up near the main venue of the Beijing National Stadium (also known as the "Bird's Nest"), each of the sponsor companies has set up hospitality corners with clever and innovative designs. They are all working full-steam to prepare themselves for the coming visitors. As I peek into each of the booths, I can see that plenty of Panasonic's plasma TVs are in use. Naturally, the Panasonic booth is fully prepared to welcome visitors from around the world.

Now, let's look in on the activities of Yoshiyuki Goto, who brought you the second report in this series. As you may recall, Mr. Goto has been delivering our large-scale Astrovision systems.
A huge truck trailer just rumbled by. Called the Mobile Astrovision, this trailer has an Astrovision installed to its cargo deck. During the Games, it'll make its way to three different venues, beginning with the archery site and then moving to the BMX and mountain bike venues, to bring fans impressive video footage of the competition.

The huge LED sections on the deck of this go-anywhere trailer were actually assembled in the United States and shipped all the way to the Port of Tianjin. There, after they were connected to the front part of the truck, the entire system was transported to its final destination in Beijing.

By the way, there was a bit of an incident just as we were about to enter the first venue. A simulation had no doubt been done in advance to check the routing of the truck and the Mobile Astrovision's positioning, but there must have been a slight foul-up because it turned out that a broadcast cable that had been installed for the venue was lower than originally planned. The cable was snagged by the high trailer and stopped the trailer from going any further. This was a major problem because the Mobile Astrovision wouldn't be able to make it to the venue on time unless it could pass through this area.



Yoshiyuki Goto, who appears in Volume 2 of this report, discusses measures with on-site staff.
>>Mr. Goto's report is here.
So, Mr. Goto and the rest of the on-site staff decided the best solution was to rely on sheer muscle power, and they joined forces with a number of organizing committee members to physically lift the lowered cable with poles, to allow the trailer to pass under it.

After coming all the way across the ocean safely, the Mobile Astrovision made its appearance on schedule. The reality of delivering large equipment is that no matter how much preparation you do beforehand, you can never predict what's going to happen on-site.
While experiencing this first-hand, I was also able to acknowledge the extraordinary judgment of the experienced Panasonic staff, as well as their excellent teamwork with the organizing committee, which made it possible to clear the hurdle.


I hope I was able to convey the excitement and tremendous efforts of the staff, as well as the atmosphere in the city, which is gearing up to host the highly anticipated Olympic Games. Tomorrow's the opening ceremony! So let's all join in and do our best to make it a success.

We changed the corporate name from Matsushita Group to Panasonic Group on October 1, 2008.
Some reports in this page use our former name because they were written before the renaming.


Episodes

Equipment supplied by Panasonic
  • Large-scale video displays 18venues, 25 displays
  • Professional audio systems 41venues, 284 systems
  • Televisions: approx. 10,000 monitors
  • DLP Projector: 11screens
  • AV security equipment: approx. 2,000 units
  • P2HD/DVCPRO HD Recorder: approx. 2000 units
  • P2HD Camera Recorder: approx. 100 units
  • LCD monitor: approx. 1500 units