Brisbane L!VE
The Brisbane 2032 Olympic Games, with a projected audience of more than 4 billion people, will raise the global recognition of Brisbane, Queensland and Australia.
And offer home-grown brands to connect with Australians in more meaningful ways than ever before, a panel hosted by Nine CSO Michael Stephenson uncovered.
While the current global recognition of Brisbane is low, Lord Mayor of Brisbane Adrian Schrinner said this is the opportunity.
Plus, the economic impact is projected to be $8.1 billion for Queensland and $17 billion for Australia.
"Most people in the world have Australia on the budget list, the Olympics will give them the reason to come to the country," Schrinner said onstage at AdNews Brisbane L!VE.
"The benefits of the Olympics are already starting - since the announcement, the Brisbane Convention and Exhibition Center has now been booked out three or four years in advance just out of interest in Brisbane.
"International conferences and investors want to come here to experience what the future Olympic city looks like."
Media agencies expect many small and large local brands leverage the event.
The nation gets behind home-grown Aussie brands, so for a home-soil Olympics brands such as Qantas and Telstra have a unique advantage in connecting with local audiences in more meaningful ways than ever before, OMD co-CEO Laura Nice said.
What might be more interesting is what brands choose not to do, Dentsu CEO client and commercial Fiona Johnston said.
"As Australian marketers we will have to fight quite hard to be relevant and not get lost among all the activity," Johnston said.
While many of GroupM's clients got involved in the Paris Olympics, but the Brisbane Olympics will be a complete game changer in how Aussie brands activate.
Particularly in 2032 the media landscape will look completely different to today.
"The change we've seen in the last five years has been massive, so the landscape will continue to change over the next eight years," EssenceMediacom CEO ANZ Pippa Berlocher said.
"We certainly see the way people are consuming sport now is changing it's become a lot more snack-able, so I predict to see a continued shift towards digital and social media.
"But I also think it will be more human than it's ever been.
"The way people are discovering sports now if often through the athletes, you see it on Netflix and on TikTok in Paris."
But how can the Games balance the AI future with the demand for the human?
Looking at what the LA 2028 Olympic Games could do, Nice predicts that The Sphere in Las Vegas could be a good point of reference.
"The Sphere brings these immersive reality experiences to life - you can feel like you're in your lounge but you can also be at the front row watching one of the big sports games," Nice said.
"So you can take the human athlete and be in the lounge room - you can connect the AI and the human athlete to be closer and more immersed with that personality than ever before.
"In Paris we saw also how celebrities are coming into the Olympics a bit more, with Snoop Dog giving unofficial commentary.
"I think the opportunity is wild."
AdNews would like to thank co-curators Brisbane Advertising Association and Brisbane Advertising and Design Club.
AdNews would also like to thank supporting partners Audience 360, Blis, Nine and Quantcast alongside associate partners QIC, Listnr and MIQ for making the event possible.
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