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Volume 24 No. 112


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).


USA Gymnastics this weekend will use wind-energy offsets and digital programs to create its greenest Visa Championships to date at the Xcel Energy Center in Minnesota. The NGB is using Xcel Energy to off-set its electric usage at the venue with wind energy from Minnesota wind farms. It also will eliminate printed programs, provide results via its website rather than by printing them and put iPads on the field of play to provide coaches and athletes with starting lists and live scoring during the event. USAG President Steve Penny said, "We're used to passing results down the head table and printing programs and doing things that basically eat paper. We wanted to deliver those results using technology in a way that's environmentally sensitive and make an effort to be not only green but use technology at a level we're capable of." The organization tested the technology at an event earlier this year. Penny tried it and said he was able to use his iPad to see all the results and information available to the judges. He added, "I was able to get more than I was able to ask for." Penny said in the future USA Gymnastics will look for venues and facilities that are focused on environmental sustainability.