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SBD/January 2, 2014/Marketing and Sponsorship
Canadian Olympic Committee Launches "We Are Winter" Ad Campaign Ahead Of Sochi
Published January 2, 2014
WINTER CONTENT: COC CMO Derek Kent said compared with COC advertising in previous games, the "size of the campaign has increased dramatically." Kent added that the investment "represents a shift in thinking for the COC." Past COC sponsorship deals "gave an advertiser the right to use intellectual property such as the COC’s logo." The GLOBE & MAIL's Krashinsky wrote the COC now is "doing more advertising itself in the belief that strengthening its brand will lead to a better value proposition when it is pitching itself to potential corporate sponsors." Kent also noted, "It is difficult to renew sponsorships following a home-soil Games." Knowing this campaign was in the works was "a way for the COC to tell prospective partners such as BMW, adidas and Oakley -- all new Olympic sponsors this year -- that it would be providing more marketing support to them." The COC for the campaign "commissioned seven profiles of athletes" such as Humphries and speed skater Charles Hamelin. OMD Canada CEO Cathy Collier, whose firm did the media buying/planning for the campaign, said that because the COC is a not-for-profit organization, it "generally does not pay for ad space, but media donations have been way up" compared with the '12 London Games. The two- to three-minute videos "will be made available to its broadcast partner, the CBC, and will also be posted online on YouTube and the Olympic.ca website." Meanwhile, Canadian Tire's Sport Chek brand "launched its own Olympic campaign" during the World Junior Hockey Championships broadcast on Dec. 26, "featuring many of the athletes it has sponsored." The brand during the Sochi Olympics also will "air commercials focusing on six individual athletes" (GLOBE & MAIL, 12/31).