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The launch of a strong official emblem for the 2008 Olympic Games is key to the success of its marketing programme, according to International Olympic Committee (IOC) marketing director Michael Payne.

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

He also noted that 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.

He also emphasized the importance of protecting the intellectual property rights to the Olympic logo.

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 Games of the XXIX Olympiad) 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."

Verbruggen said the emblem was a "strong one."

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

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