Today marked the last day of the winter Olympics. Olympics in Sochi, Russia that will for multiple reasons never be forgotten. At least not by the Russians.
Before this year's winter games even started, experts were suspicious whether or not the whole project could be successful. "Winter" Olympics in Sochi?! Right by the black sea! An area not necessarily known for it's skiing resorts. In fact with barely any winter sports tourism at all. However the committee picked the Russian applicant and it's strongest supporter Vladimir Putin, the Russian President himself, to host the Olympics.
From this point on it was clear. These Olympics had to be a success. Putin, one of the most powerful man in the world is not willing to embarrass himself. This year's olympic games were the perfect example of how nations use sports events to market themselves on world stage. Still, the Russian's way seemed very rocky.
Now that the games are over, the question is: Were the games a success for Russia from a Marketing perspective?
Putin wanted to demonstrate power throughout the whole process. And unquestionably he did so. The Sochi games were the most expensive games in olympic history. Not only that! They exceeded the cost of all previous olympic winter games combined! One might argue that that is no indicator of a successful sports event. But what Putin intended to do was to show the power of his great nation. And so he did by creating a winter sports park out of nowhere. From ice skating arenas to ski trails and hotels. The great Putin had a vision and his dream was to be fulfilled.
Obviously the people in charge tried to make this great event happen. But starting with the arrival of the first athletes and the opening ceremony, it seemed like the games and Putin were set up for failure.
The first reporters made it to Sochi and pictures of hotels, that were still in construction just days before the games, made it around the world. From toilets for "couples" , to cables hanging out of the walls, the world saw it all and it was assumed the games were going to be a catastrophe.
After the reporters came the opening ceremony. And it kept going downhill. During the show one of the Olympic rings would not open. The ceremony was incomplete. And even though the opening ceremony was appealing, all that made it in the press and to the audiences around the world was the picture of the 4 and a half olympic rings.
But from here on the games seemed to take a positive turn. Maybe also because Putin seemed to change his approach to impress the world. From dominance, i.e. by nominating more athletes to make sure the Russian team was bigger than the US team before the games started, to showing that Russia was no longer a "cold" communist country unable to socialize with the rest of the world.
Except for some delayed events due to bad weather the games were organized professionally. The Russians proved to be a fair and enthusiastic audience and most interestingly, that they are interested in more than figure skating or bob sleighing. Excited and happy faces were to be found at the freestyle courses as well. And even the loss of Russia's ice hockey team in the earlier stages of the tournament could not seem to frustrate the local crowds. The Russians accepted the games as they were and enjoyed the world's attention. And so did their leader. Well aware of the public attention Putin would even take a visit to the US olympic house to have coffee and tea there to show the world the nation's new sociable face.
But the biggest surprise was still to come. The closing ceremony.
Just like the opening ceremony a very tasteful show with a well thought out highlight integrated in it. The organizers picked up on the "incomplete" olympic rings of the opening ceremony and reacted the scene with dancers. This time the fifth olympic ring intentionally did not open up. Once again Russia seemed to accept it's imperfection in a humble and sympathetic way. (watch the video here)
In conclusion I think the winter olympics were a success for the Russian people and their most powerful man, Vladimir Putin.
Not because they were expensive. Not because they had so much media attention. But because it seemed like the Russians accepted imperfection in a way that was very likable. Of course the games were still impressive. The huge task to create a winter sport resort out of nothing almost succeeded and not to forget that the Russians took first place in the medal table demonstrating at least their sportive strength.
But all these accomplishments, for once, were not presented in a superior, arrogant, excessively cool way; But in a humble and cheerful way, showing the nation in a different light.
EDIT:
Here a picture of the ceremony coordinator during a press conference. The Russian's know how to market themselves!
http://www.washingtonpost.com/world/olympics/sochi-scene-those-rings-redux/2014/02/23/86b3ef32-9c6d-11e3-8112-52fdf646027b_story.html
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