For Athletes' Moms in London, Everything but the Medal

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On the eve of the London 2012 Opening Ceremonies, official sponsor Procter & Gamble (P&G) opened the doors to its P&G Family Home zone, a hospitality area designed to say “Thank You, Mum.” Another part of the personal care company’s overall sponsorship strategy recognizing the families of Olympians, the Family Home will offer a unique experience that reflects a best-in-class activation, one with a pointed focus on women.

Traditionally the province of corporate executives and VIPs, most hospitality zones hew to a standard formula. Roped-in seating, open bar, catered meals – all the trappings of a corporate sponsor’s desire to entertain important business contacts.

Instead of giving off an aura of exclusivity, the P&G Family Home is open to parents and relatives of over 10,000 Olympians. P&G beauty and personal care products complement a playroom, laundry services and beauty counters. Indeed, this is not your average on-site activation. The concept of a relaxed, accessible atmosphere to welcome everyday moms and families – many of whom travel to the Olympics at great personal expense to see their children compete – is an approach that other sponsors would do well to adopt.

Within the industry, P&G’s advertising strategy has been lauded for its consistency. A highlight of the campaign is the touching television commercials that depict the support and sacrifices made by parents of Olympians. The primary spot – dubbed “The Hardest Job in the World” – has already exceeded over 5 million views on YouTube. Turning the camera away from the champions and toward devoted moms is a masterstroke by the marketing team at P&G.

A second-time Olympic sponsor, P&G pledged financial support of over 150 London-bound athletes, over half of whom are women. Following on the news that every delegation arriving in London includes at least one female athlete and women represent the majority of Team USA, the P&G campaign appears all the more consonant.

I think back on the amount of time, dollars and energy my parents invested in my own path from YMCA leagues to a college athletic career. Although a trip to the Olympics was beyond my athletic aptitude, I see a little bit of my family in the “Thank You Mum” promotion, and it is a sentiment that I’m certain many current and former athletes share.

What do you think of the P&G “Thank You Mom” campaign? Who supported you as a young athlete?

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• Olympics
• Media/Marketing
• Summer Games
• Sponsorship
• Business

This post is related to an ongoing story:

• 2012 Olympic Games in London

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