LA Olympics bid gets boost from films

LOS ANGELES: The Southern California Committee for the Olympic Games (SCCOG) has teamed up with Walt Disney Studios and musician and filmmaker Dave Stewart to produce two short films in support of Los Angeles' bid to host the 2016 Olympic Games.

LOS ANGELES: The Southern California Committee for the Olympic Games (SCCOG) has teamed up with Walt Disney Studios and musician and filmmaker Dave Stewart to produce two short films in support of Los Angeles' bid to host the 2016 Olympic Games.

Part of an Olympics bid campaign spearheaded by Burson-Marsteller Los Angeles, the nonprofit SCCOG turned to members of the city's entertainment community to enhance its outreach repertoire, particularly among young men, said Rhonda Brauer, MD at the agency.

Both of the films, released in March, featured prominent LA-area political figures, landmarks, and Olympic athletes. Snippets of the movies have been uploaded to YouTube, Brauer said, and are circulating by mobile phone.

In addition to the short films, Burson's efforts for SCCOG include luminary-studded press conferences and "mini-events to showcase the city," Brauer said. Overall, the campaign emphasizes the qualities of Southern California's sporting facilities, tourism infrastructure, and position as "the entertainment capital of the world ... Los Angeles is a place of great creative talent in film, music, videos, games, and technology," Brauer explained. With so many components already in place, the Olympic Committee can "really spotlight its athletes, and the Olympic movement."

While the Olympic bid campaign also includes components such as bilingual radio PSAs and the "Ready Set Gold" education program in partnership with the LA Unified School District, it's the Hollywood-produced movies that really make a difference among 18 - 34 males, Brauer noted.

Of course, those males will be a little older by the time the Games do arrive, assuming LA wins the bidding process. Los Angeles and Chicago are the two US cities remaining in competition to be the US Olympic Committee's host city candidate. A decision is expected to be made in Washington DC on April 14.

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