INTERNATIONAL OLYMPIC ACADEMY 7th JOINT - IOA

ATHENS THROUGH THE CAMPAIGN FOR THE
PROMOTION OF THE OLYMPIC GAMES OF 2004
Introduction
Prof. Roy PANAGIOTOPOULOU (GRE)
The vision for a country to host the Olympic Games is directly
related to the images of athletes who compete for a much coveted
victory. Such images hold incredible attraction and fascination for the
public and are able to monopolize the attention of the whole world.
Therefore, a city’s wish to host the Games and enjoy international
promotion in our modern, globalized era becomes more and more
tempting.
The Games last only for a few days, but promise multiple longterm
material and intangible benefits. Among the material benefits
you have the arrival of visitors for the Games and an increase in
tourist activity, the improvement of sports and other facilities, etc.
(Cashman 2003). In my opinion, the most important intangible benefit
is the worldwide media promotion of the host city and through it of
the country as a whole. Television, in particular, will be broadcasting
hundreds of program hours which, apart from the Games, will include
many stories and unexplored aspects of each host city.
The Games provide one of the most effective symbolic
opportunities for a city to attract the world’s attention and become an
identifiable destination on the world map. In the case of Athens, this is
even more important, given the fact that its international image these
last decades has not been particular positive. This is why the
organization of the Olympics of 2004 is not only linked to the birth of
the Games in Olympia and their revival in Athens, but also to the
city’s attempts to show its new face to the world, that of a modern city
that harmoniously blends tradition with modernity (Moragas,
Rivenburgh, Larson 1995).
Media promotion, however, may not always have the expected
positive outcome. Bad decisions, the lack of continuous information,
inadequate public relations, etc. may turn the organization of the
Games from a highly promising event into a nightmare. Let me briefly
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