Or Plan B: Japanese fans shelter ads as mood swings over the Olympics

TOKYO (Reuters) – Japanese Olympic fans are scrapping back advertising campaigns and postponing marketing events for this year’s Summer Games, worrying that public sentiment towards the event is growing among a new wave of COVID-19.

Sponsors are also concerned that the organizers have not told them what the contingency plans are in case the pandemic eliminates the Games again this year.

That uncertainty about the Olympics marks a new blow to domestic sponsors, including many of Japan’s largest companies, such as Canon Inc and Japan Airlines Co Ltd, which together contributed more than $ 3 billion to support the event.

Promises by both the Japanese government and the International Olympic Committee this month that the Games would begin as scheduled on July 23 have not raised concerns.

In interviews with two dozen supporters, organizers and officials, sources described deepening uncertainty and frustration as national infection numbers hit high levels in January, turning public sentiment on the rise. per event.

Nearly 80% of the public now believe the Games should be postponed or further delayed, according to a January survey by Kyodo.

There are fears that an extended emergency declaration could further whitewash public confidence in the Games also cause for concern, at least 11 of the sources said.

“We ask ourselves, ‘are we really going to do this? ‘”A person on loan with his company told an Olympic organizing committee. The man, who, like most interviewees, declined to be named because he is not allowed to speak to the media, he even said he would build on “Plan B”.

Canon chief financial officer Toshizo Tanaka told reporters Thursday that the company was working with the assumption that the event would go ahead as expected. “But we are considering internally how we can respond directly in case it is not possible,” he said.

In response to Reuters questions about sponsors changing their advertising and marketing strategy, the Tokyo organizing committee said they were working closely with all stakeholders towards the success of the Games and said they fully supported.

The committee also said it planned a series of measures taken by the Japanese government, Tokyo, and other prefectural authorities to improve the situation of the virus.

“INCLUDING”

For some local supporters, support for the Tokyo Olympics has long since waned. Six sources at support companies said they were still waiting for details from organizers to complete the preparation and roll out advertising campaigns. Several said they held back for fear of engaging the public.

“It’s a little hard to say‘ we support Tokyo 2021 ’when the government is getting so much criticism,” said a source who works for a financial institution that also supports games.

Although Japan has spread the virus better than many other countries, patients are still under siege by patients and the public has been advised to stay indoors as much as possible.

Prime Minister Yoshihide Suga, who has vowed to hold the Olympics this year, has seen his support slip in recent weeks over the treatment of the pandemic.

Asahi Group Holdings, the liquor-owned holding company of Asahi Breweries, has suspended some of its TV commercials claiming to be a high-profile Olympic partner, a company official said, waiting for more clarity on the table.

Five other sources at individual support companies said they were also delaying ads and rethinking marketing events. But many sources said they saw the Olympics as a “national project” they needed to support.

“Staff would never say the real words ‘cancel’ or ‘delay’,” said a source at a corporate assistant, who regularly attends meetings with Olympic organizers.

The source, whose company also supports the torch relay, said 68 Japanese domestic fans had little choice but to extend their contracts last year. Corporate supporters set aside an additional $ 200 million to address delays.

“Of course we can’t ask them ‘what’s going to happen to our money if it’s delayed or delayed?’ “Because the subject is so sensitive, the source added.

“REVIEW” EVENT

The uncertainty extends to the Olympic torch relay, which was scheduled for March 25 and was expected to start a celebration before it opens. But instead of planning parties for messengers, sponsors are betraying water because they don’t know if spectators will be allowed.

“We have not officially heard how ‘limited’ the event will be this year,” said the source working for the relay supporter, adding that preparations for the relay were already in place. started at this time last year.

His company quietly unveiled plans to make the relay route with corporate booths and logos last year, he said, in part due to an employment decline during the pandemic.

Another loan to the organizing committee was concerned that torchbearers would look “lonely” running down lineless streets, making up for bad media content.

“The image is sad and doesn’t look interesting at all,” said the man.

In a statement to Reuters, the Tokyo organizing committee said it was considering what virus side effects should be taken during the event, but said the relay would begin on the scheduled date.

For Motoji Kawasaki, an officer in Tokyo’s Higashimurayama city, one immediate priority is to find another for Ken Shimura, a famous torchbearer who died of COVID-19 last year.

“There is usually a sense of excitement for the Olympics,” he said. “But it’s too naive to think about that this year. Now, it’s all about coronavirus. “