SBD/August 19, 2011/Olympics

USOC Launches New Campaign To Connect Americans With Olympians

The USOC "has a new logo, new agencies, and now, a new campaign that links the Olympic movement with the American Spirit,” according to Andrew McMains of The campaign, via Young & Rubicam and sister digital shop VML, "will include social media outreach, TV spots, print ads, and a redesign" of the USOC's website. The first glimpse of the new campaign is a “two-minute video on the USOC’s Facebook page" that introduces the tagline, "The team behind the team.” The video shows images of “coaches, parents, tutors, nutritionists, and trainers behind Olympic athletes," and those photos “segue to shots of actual Olympians, such as swimmer Michael Phelps." McMains noted the "goal of the campaign -- as always -- is to generate donations, be it from individuals or corporations." USOC CMO Lisa Baird said in her brief to Y&R and VML, "What we were looking for were connections where Americans actually feel connected to the success and the dreams of the Olympic and Paralympic athletes.” The USOC "uses agencies on a project basis," and previous work for the organization came from mcgarrybowen (, 8/18).


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Olympics, USOC

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