The television commercials will begin broadcasting tomorrow on big-screen television sets outside shopping malls before going out on free-to-air channels.

Print adverts will later follow at a yet-to-be-confirmed date to try to help make sure that the Games, which are due to open on August 14, are a success.

The campaign been drawn-up by McCann Worldgroup, the official marketing communications services supplier to Singapore 2010.

The "Power of Youth" concept focuses on conveying the message that age is not a barrier for the youth, especially when it comes to sports where some of the world's most successful athletes are youths.

Youth can achieve anything that they have set out to do, and the inaugural Youth Olympic Games is the perfect platform for youth to profile themselves, the adverts claim.

So far 20,000 out of the 320,000 Games tickets have been snapped up since they went on sale two weeks ago, with swimming, diving, archery, gymnastics, badminton and hockey the most popular so far.

Singapore officials hope that sales will pick-up for the other sports after the ad campaign begins.

"We are confident that most of the events will see full houses," said Goh Kee Nguan, the chief executive of Singapore 2010.


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