早在新的一个奥运周期开启时,伦敦奥组委(LOCOG)已经制定宣传定位和导向。从成功获得奥运会举办权到奥运年,伦敦奥组委都在运用常规和时效性的传播活动宣传前期理念。本文将从传统宣传活动、时效宣传与激励行动、特色事件营销及危机公关四方面解构其整体理念在传播中的得失。 As early as the opening of a new Olympic cycle, the London Olympic Organizing Committee (LOCOG) has developed a promotional positioning and orientation. From successfully obtaining the right to host the Olympic Games to the Olympic year, London Olympic Organizing Committee are using regular and timely dissemination of promotional activities to promote the concept of the early. This article will deconstruct the gains and losses of its overall concept in its dissemination from four aspects: traditional propaganda activities, aging propaganda and incentive actions, special event marketing and crisis public relations.