COC Launches New Ad Campaign Featuring Canadian Athletes

The Canadian Olympic Committee today is launching a new television ad campaign that “will showcase the journey of Canada’s Olympians, and, if all goes well, boost brand equity for big corporate sponsors such as BCE Inc., Hudson’s Bay Co. and RBC Dominion Securities Inc.,” according to Jacqueline Nelson of the GLOBE & MAIL. The COC has designed ads that “bear a resemblance to one of the world’s most valuable sports brands: Nike.” COC CMO Derek Kent “joined the team last year from Nike where he held several communications roles and was global spokesman at three Olympic Games.” Kent said, “We want to pull back the curtain on what it takes to be an Olympian. Hopefully corporate Canada sees the value, which means more resources for athletes.” Nelson reports the ads featuring athletes will be "posted in airports and on billboards across the country.” The "online-only documentary-style videos that get to know athletes” are also "important to the strategy." COC CEO Chris Overholt said, “That is, in part, how Canadians emotionally connect to the team, and how our marketing partners emotionally connect to Canadians.” Nelson notes the social aspects of the Games also help "lessen the Olympic halo effect by providing a way for fans to keep up with athletes after the Olympic flame is extinguished.” The internet offers advertisers “metrics to track consumer reactions to the media and products, and the sponsors have indicated that the digital side to this campaign is valuable.” The COC is “funded 98 per cent by private sector sponsors” (GLOBE & MAIL, 5/7).