Munich 2018 Launches “Innovative” Ad Campaign

Munich 2018 has launched an “unusual nation-wide advertising campaign” which focuses on its potential to create a more integrated society and is designed to further increase national awareness and support for Munich’s Winter Olympic bid.

The campaign is based on a series of ads that begin with the question “What if…?”, challenging the public perception and emphasises the values of the Games to Germany’s society, said a press release.

The first ad in the series features Munich 2018 sports ambassadors. Close friends and training partners of the athletes are seen skiing side-by-side with the text “What if…their differences didn’t make a difference? That’s the power of Munich 2018”.

Katarina Witt, Chair of Munich 2018 said, “Munich hopes that with our new integrated campaign we can further engage with the people of Germany and boost national enthusiasm for our bid to host the Winter Games in 2018. Our dream is to unite the whole of Germany and the entire Olympic family.

“The Games are something to look forward to with excitement, and these positive feelings will be spread across the nation by our newspaper and television advertisements, along with our online banners proclaiming the celebratory atmosphere that would surround the Olympic and Paralympic Winter Games in Munich”.

The ads are to run in Germany’s daily national newspapers and other print media starting Thursday.