VANOC Begins Buying Ad Space To Prevent Ambush Marketing

VANOC will spend C$40M "buying up every major supply of public advertising space throughout" greater Vancouver, a move that honors VANOC's commitment to the IOC to "sew up all advertising locations for Games sponsors and prevent so-called 'ambush marketing' by non-sponsors" during the 2010 Games, according to Jeff Lee of the VANCOUVER SUN. VANOC Exec VP/Revenue, Marketing & Communications Dave Cobb said that the deal allows VANOC to "resell that advertising at cost to sponsors," though Cobb added that the agreements "require VANOC to pay full market rate to the owners of the advertising space." VANOC "was obligated to buy 100[%] of the inventory, and to pay full price, adjusted for inflation." Cobb said that the suppliers "didn't have to use a broker, ... giving them a richer deal." Lee notes ad space acquired by VANOC includes "everything from billboards to mall posters to Vancouver International Airport baggage carousels." VANOC  announced the deal in the "wake of an agreement" with Vancouver transit authority Translink to "include public transportation with Olympic admission tickets" (VANCOUVER SUN, 10/1).