SBD/Issue 84/Sponsorships, Advertising & Marketing

VANOC Concerned About Campaign From Non-Sponsor Scotiabank

Scotiabank Exec Denies Bank
Has Broken Any Rules
Scotiabank is "skating on thin ice" with VANOC for "capitalizing on the Games without being an official sponsor by launching its promotional Show Your Colors campaign" featuring former Canada women's hockey player Cassie Campbell in the lead-up to the February 12 Opening Ceremony, according to Yvonne Zacharias of the VANCOUVER SUN. Scotiabank Dir of Marketing Services, Sponsorships & Brand Management Jim Tobin yesterday defended the campaign, which "invites Canadians to submit online personal stories and photographs demonstrating their love of their country." Tobin at the launch of the campaign yesterday confirmed that VANOC "had been in contact [Tuesday] to express concern about the event," but he "denied that the bank had broken any rules." Zacharias notes there was "no display of the Olympic rings at the launch and bank officials studiously avoided any mention of the Olympics" (VANCOUVER SUN, 1/14). VANOC Dir of Commercial Rights Management Bill Cooper in an e-mail said VANOC had "serious concerns of the public being misled into believing there is an association" between the Olympics and the Scotiabank campaign. Cooper added that he "expects a request that the campaign be postponed until after the Games 'will be respected.'" Scotiabank Manager of Public Affairs for the Western Region Deborah Spence yesterday said the bank "received a letter from VANOC on Jan. 12 and had a respectful discussion with them [Tuesday night] on their concerns that resulted in some changes to our program." In Vancouver, Lora Grindlay notes RBC is an "official sponsor of both the 2010 Games and the Torch Relay" (Vancouver PROVINCE, 1/14).

GETTING IN ON THE FUN: In Vancouver, Damian Inwood notes Vancouver-area hairdresser Jon Paul Holt has launched a "VAN'Kerchief," and he has admitted that the "slogan for the handkerchief -- 'Tears of Pride' -- was inspired by the emotional reaction of Canadians to the Olympic torch relay." But Holt "denies the newly released maple-leaf souvenir is a bid to capitalize on the Games." Holt: "We're not having a go at the Olympics but just saying, 'Why not buy something that's made in Vancouver?'" (Vancouver PROVINCE, 1/14).

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