The major multinational companies have reached such enormous sales volumes not only due to high quality products and reasonable prices thus providing clients good value for money, but also through very active and excellent thought over promotion campaigns targeted at selling the maximum volumes of the given product with highest possible margins, and also adopting and changing the products to suit the changing demand and thus meet it perfectly. McDonald's is one of such companies and due to highly efficient promotion media mix it is able to increase sales volumes in different regions of the world.

             As one of the reasons for worsening McDonald's sales was due to higher awareness of health issues associated with consuming their products too much, the company has decided to win over this issue by sending to the consumers the messages in all the possible efficient ways of supporting healthy lifestyle and to gain association of McDonald's with "healthy" products. The psychology of consumers would be tricked by projecting association of the heard in the media concept "healthy, sportive Athens Olympiad, with McDonald's" and would not notice that the product itself did not change greatly. .

             Burson-Marsteller company was hired to develop the brand promotion campaign and increase the media prevalence of the company. McDonald's managers believe that great funds spent on this promotion campaign will be paid back in terms of not losing customers due to health concerns. The Burson-Marsteller company decided to create a multi tier company which was based on media sources, increased employees efforts and some activities exactly in the Athens. The message was to increase awareness that McDonald's was the largest Olympiad sponsor. Each of the activities throughout the action plan was covered by almost all of the media sources: print, television, radio, Internet, direct mail, publicity.

             The action plan started at the beginning of the year NBA star Ming signed contract as McDonald's "First True Global Brand Ambassador".