A strong official logo for the 2008 Olympic Games is the key to the success of its marketing programme.

That is the view of International Olympic Committee (IOC) Marketing Director Michael Payne.

"We have never seen so much interest and excitement, as at the moment, from the business community, both in China and internationally, on supporting the Beijing Games," Payne said in an interview in Beijing on Saturday, one day before the unveiling of the emblem.

He also noted the delay in launching the marketing programme will not affect the success of the 2008 Olympic Games.

The programme was to be launched in June but was postponed for three months due to the SARS outbreak in Beijing.

"Compared with previous Games, we are about one year ahead of schedule... In the past, many Games only launched (their programmes) after the preceding Games," Payne said.

He also emphasized the importance of protecting the intellectual property rights of the Olympic logo. "It is a key responsibility for us to ensure a strong marketing programme."

Payne was in Beijing with Hein Verbruggen, chairman of the IOC Co-ordination Commission for the 2008 Olympic Games, to attend the launch of the logo yesterday.

Verbruggen said, "Although we know that enormous work has already been done by BOCOG (Beijing Organizing Committee for the Olympic Games) and we really admire the quality of the work, we consider the launch of the logo a real beginning to the 5-year period up to the Games."

He noted the logo launch is one of the three highlights of the Games, together with the handover of the Olympic torch and flag to Beijing.

Verbruggen said the emblem was a "strong one."

"We (the IOC) are extremely pleased with the logo," he said.

(HK Edition 08/04/2003 page1)