Omega Details Activation Plans Around Vancouver Olympics

By Tripp Mickle, Staff Writer, SportsBusiness Journal

Urquhart Says Omega Will Not Have A Showcase Pavilion At Vancouver Games

Olympics sponsor Omega will not have a showcase pavilion in Vancouver for the '10 Games, but it will activate extensively in the city and in Whistler, Omega President Stephen Urquhart said during a visit to N.Y. last week. Omega will set up a boutique to showcase its watches at Vancouver's Fairmont Hotel and will entertain guests and attract visitors with a mix of athlete and celebrity appearances every other night. There also will be an appearance by U.S. astronauts, Urquhart said. Omega will limit its presence in Whistler to its work keeping time at competition venues. The company will host seven waves of hospitality guests over 12 days. Guests will be retail partners, VIPs, real estate joint-venture partners and members of Omega's sales team. Most guests will come from the U.S., Canada, China and Japan. Omega probably will not sign any Winter Olympic athletes ahead of the Games, Urquhart said, but may hire some athletes for appearances. Omega recently extended its partnership with the IOC through '20. Urquhart said that the company was motivated to sign the long-term deal because the Olympics offered a platform to increase the brand's awareness and prestige. Urquhart: "There's a certain link in quality, prestige and know-how that I know plays a certain role (in our sponsorship), and it's still the Queen of all sports." The value of the Olympics was increased by the '08 Beijing Games, which put the event "back on the map," Urquhart said.