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MARKETING REVOLUTION: The friendly games stay true to reflect brand and image

The Commonwealth Games were simply amazing. Over 70 countries and territories got together to compete in fierce but friendly competition in Glasgow, Scotland. In fact, the Games were marketed as the Friendly Games. And friendly they were. It seemed as if the whole of Scotland decided to make sure that whoever was visiting was going to have a “brilliant” time.

I mean, this attitude was reflected in every person that I encountered, from those serving food in the cafeteria all the way to the policeman carrying the assault rifle. The people seemed to all understand that their prosperity and the reputation of their country was tied to their service and delivery of the Games.

There was a welcoming ceremony in the athletes village. This ceremony was for about three nations at a time. Each nation was treated to a theatrical dance that actually involved the audience. Young people from the National Youth Choir put on quite a show. Singing and dancing - and nations responded in kind with some of the African nations answering the Scottish chants with chants of their own.

This spirit continued throughout from the opening ceremony to the closing ceremony. The idea was to make everyone feel included, like they belonged. Countries responded in different ways. The team from Lesotho sang and danced their way throughout. They made quite an impression: even when we were waiting in line they were displaying their culture. Pretty soon other nations were joining in their rhythm.

Among the athletes and support staff at sporting events people traded pins and towards the end, different athletic gear. These pins are great conversation starters as they go beyond trade, but an opportunity to answer some questions about your country and maybe the exchange of a Facebook friendship. Old friends from other sporting nations are met,

and it was not uncommon to see people cross country areas to greet them.

The Scots have a saying “haste ye back,” which translates to hurry back. They wore it on their T-shirts and in their attitudes. One gentleman who worked for Sports Scotland told me that the big question that they used to develop their people and their venues was, “what are we going to do when these Games are over?”

Already the city has booked a number of other events to take advantage of their new infrastructure.

Well Scotland, you won my heart. I will be back, God’s willing, to enjoy some more of your hospitality. Also hopefully to invite you to my country for some great hospitality and a friendly rematch.

• D’Arcy Rahming holds a MBA from the prestigious Kellogg School of Management at Northwestern University. A lecturer at the College of the Bahamas, he has clients in general insurance, retail, health and medical fields, sports federations and financial services. He is also treasurer of the Bahamas Olympic Committee. Contact him at DArcyRahmingsr@gmail.com

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