NBC has already announced record-setting ad sales for the upcoming 2014 Winter Olympics in Sochi, Russia. Advertising has totalled $800 million and could approach something near $970 million with local ad dollars factored in, according to the network. That’s a lot of money and a lot of pressure to draw in the eyeballs. So with the Sochi games less than four months away, NBCUniversal is getting ready to launch a massive promotional campaign around the 100 Day Countdown to the games, which kicks off with roadblock programming on October 29 along with a high-flying spectacular of a performance that day in Times Square.

NBC has already been airing some Olympic spots, including four featuring “Revolution” actor Giancarlo Esposito, which began airing this past weekend, but the 29th marks the moment when the Olympic push moves into overdrive.

“The 100-day mark is the moment when our considerable Olympic campaign kicks into another gear,” said NBC Sports Group Chief Marketing Officer John Miller in a statement. “It’s invaluable to have so many parts of the company—20 channels, 65 web sites and the full strength of Comcast—playing together.”

The NBCUniversal/Comcast merger hadn’t yet taken place when the 2010 Olympics went to air. This time around, NBC is taking full advantage of Comcast’s distribution strength. The merger increases NBCU’s capacity by more than 40% compared to the outlets it used to promote the 2010 Games. The 100-day campaign will launch with a promotional roadblock across 20 broadcast and cable channels in the 8 p.m. hour October 29.

NBC also is participating in the kickoff the U.S. Olympic Committee’s “Road to Sochi” tour in Times Square that day. The event will take up three blocks of Times Square and feature a ski and snowboard ramp, figure skating, hockey demonstrations and the Flying Ace All-Stars performing ski and snowboard moves on trampolines. Stars like skier Ted Ligety, snowboarder Kelly Clark and skater Evan Lysacek all will be on hand.

In the coming months, NBCU will air spots and tune-in details on two broadcast networks, 18 cable channels, 65 websites and more than 230 local broadcast affiliates. Customers at stores like Walmart and Best Buy can expect to see in-store ads and commuters will see plugs for Sochi on trains and New York City taxis.

It’s no surprise big-name sponsors who have aligned with the Olympics in the past are back in droves, including Coca-Cola, P&G, McDonalds and VISA, alongside first-time buyers like BP and Liberty Mutual, the Road to Sochi tour’s first presenting sponsor. Other prominent tour sponsors are AT&T, Budweiser, Kellogg’s and Smuckers.

Comcast also will be trying to reach consumers directly in their homes, with a huge distribution campaign including direct mailings, video guides and on-demand features related to the Games.

It all adds up to a big-time media blitz in preparation for February 6, a kind of pre-game party of competition prior to the actual Opening Ceremony the next night. That night will feature the debut of men’s and women’s snowboard slopestyle and team figure skating as well as women’s freestyle moguls.

The Winter Games often have been seen as the Summer Olympics’ smaller cousin, as USOC executives even recently admitted. This time, if marketing dollars and advance reach are any indication, the Sochi Games won’t be playing second-fiddle at all. They’ll be ready for primetime.

Image courtesy: CNN/SI

Brief Take: NBC is going to market the Winter Olympics for all they’re worth, and that’s a lot: In 2011, NBCUniversal ponied up $4.38 billion to air the next four Olympic games, starting with Sochi.

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