Goodwill Games

11/14/2000

Track Stars Maurice Greene and Ato Boldon Film Australian Promotional Campaign in L.A. for Goodwill Games

Fresh from their Olympic glory, sprinters Maurice Greene and Ato Boldon took center stage once again, but this stage was different from the hoopla that surrounded them in Sydney. Though dressed to compete, the two track rivals and HSI training partners found themselves on a soundstage in Los Angeles on Friday, November 10, as the centerpieces of the Goodwill Games' Australian promotional campaign. Greene and Boldon won gold and silver, respectively, in the Men's 100m at the 2000 Olympic Games. (See photo, above, Maurice and Ato preparing for their next shot)

The concept for the campaign, conceived by Austrailan advertising agency Simon Richards Group, centers on the fact that the very best athletes in the world will be heading to Brisbane in 2001 to compete in the Goodwill Games. The Australia-based campaign will feature international star athletes like Greene (USA) and Boldon (Trinidad & Tabago), as well as accomplished Australian athletes like swimmer Grant Hackett, Triathlete Loretta Harrop and many other top sports stars from the land Down Under.

"Maurice was chosen because he is the best. He is the fastest man in the world and he is a character, and Australians love characters. Ato is recognized as a world class athlete for his many years of top finishes. He and Maurice bring international legitimacy to the campaign," said Phil Whittaker, Marketing Manager for 2001 Goodwill Games Brisbane. (See photo, left, Maurice on the set with director Ron Johansen)

Having done commercial shoots in the past for their sponsors, both athletes were relaxed during the five-hour shoot and naturals in front of the cameras. At one point Greene even began giving direction to the 20-person crew from Australia-based Roly Poly Productions and U.S.-based First Wave, leading his training partner to playfully pick on him for trying to run the show.

"They [Greene and Boldon] played beautifully off each other. They are mates off the track, but when they step on the track its war," added Whitaker.

The goal of the campaign is to build the Goodwill Games brand in Australia, given that it will be the first time the event has been staged outside of the U.S. and Russia. It is set to launch the first week of February and is valued at $5 million (AUD). The campaign will be run across the media resources of Time Warner, Village Roadshow and PBL (Nine Network Australia) and consists of the following:

Television spots that will air predominately in Southeast Queensland, as well as Sydney and Melbourne.
Spots placed in 75% of Australian cinemas across the country.
Placements in News Limited newspapers such as The Courier Mail and Sunday Mail.
Radio distribution through the Austero Network across Sydney, Melbourne and Brisbane.
Spot placements in top-grossing Warner Home Videos

With such an impressive promotional push behind the campaign it appears that one line from the shoot may be prophetic. "Get your tickets now," said Bolden, "Because they're going fast," added Greene.

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