2015: The year of sport

CANADIAN OLYMPIC COMMITTEE ANNUAL REPORT

CONNECTING CANADA

Throughout 2015, Canadians were united by the power of sport. It is during this time the Canadian Olympic Committee strived to amplify these moments, uniting the nation along its Olympic journey.

When the kids tell you:

'I want to be like him one day,' it’s just an amazing feeling.”Gavin Smellie, Team Canada, Athletics
It’s a privilege to wear the maple leaf and it’s a privilege to be born in Canada.” Michelle Russell, Team Canada. Canoe/Kayak
The Games’ legacy has reached beyond sport ... ” John Tory, mayor of Toronto

2015 MILESTONES

There were four key landmarks along Canada’s sporting journey in 2015. These collaborative initiatives brought Canadians closer to the Olympic Movement, helping to build a stronger nation through sport.

#NowOrNever

On April 22 the first fully integrated marketing campaign, #NowOrNever, was executed for a Pan Am Games and launched Canada’s elite summer athletes into the hearts and minds of Canadians right at home.

The COC worked closely with the TO2015 Marketing Team to create unprecedented exposure for Canada’s Pan Am athletes, garnering six million media impressions, 700 million total impressions generated through digital executions and engagement, 250,000 video views and 55,000 tweets with the #NowOrNever hashtag.

The COC worked closely with the TO2015 Marketing Team to create unprecedented exposure for Canada’s Pan Am athletes, garnering six million media impressions, 700 million total impressions generated through digital executions and engagement, 250,000 video views and 55,000 tweets with the #NowOrNever hashtag.

I love this campaign call to action and it was great to be a part of it.”Mark Oldershaw, Team Canada Flagbearer, Canoe/Kayak

The campaign was fully integrated into the COC’s digital ‘Olympic Club’ initiative designed to generate engagement and rewards for fans.

Friends and family were also immersed in the athlete imagery, which helped bring the campaign to life as an integral part of the look and feel of Canada House during TORONTO 2015.

Friends and family were also immersed in the athlete imagery, which helped bring the campaign to life as an integral part of the look and feel of Canada House during TORONTO 2015.

#NowOrNever marked the first-ever collaborative campaign with the Canadian Olympic Foundation, in which costs, resources, and assets were fully shared.

With a focus on ‘the athlete’s journey’ from playground to podium, the COF’s iteration of the work was put in motion with a clear call to action to support Canada’s aspiring Olympians through donations.

#NowOrNever is the first Canadian brand campaign to highlight a Pan American team — creating a stronger connection between Canada and its athletes on the road to RIO2016.

Canada Olympic Excellence Day

On July 9th, 2015 in Montreal, the Olympic Movement surged in this country. With the support of all levels of government, Canada Olympic Excellence Day (COED) mobilized top international leaders to celebrate the official opening of the Canadian Olympic House in downtown Montreal.

The event hosted International Olympic Committee (IOC) President Thomas Bach, 140 next-generation athletes, nearly 267 Olympians, 350 volunteers and more than 10,000 fans.

The impact of Canada Olympic Excellence Day stretched far beyond Montreal, with Canadians from across the country and around the world joining in. The event generated more than 200 million media impressions, including 50 million on the day of the event.

The event hosted International Olympic Committee (IOC) President Thomas Bach, 140 next-generation athletes, nearly 267 Olympians, 350 volunteers and more than 10,000 fans.

The impact of Canada Olympic Excellence Day stretched far beyond Montreal, with Canadians from across the country and around the world joining in. The event generated more than 200 million media impressions, including 50 million on the day of the event.

The Canadian Olympic House will certainly inspire a new generation of Olympians and greatly contribute to the development of sport in Canada.”Justine Dufour-Lapointe, Sochi 2014 Gold Medallist, Freestyle Skying

The Canadian Olympic Foundation was the official charitable beneficiary of the World Sport Luncheon, in which $1.5 million was raised to support the development of Canada’s next-generation athletes.

Along with corporate support, federal, provincial and municipal government partners backed this project for regional and economic development, infrastructure, education and tourism.

In addition to housing COC Montreal staff, three National Sport Federations – Boxing Canada, Karate Canada, Triathlon Canada (Montreal Triathlon) – all use the office, and the Lausanne room, daily.

In addition to housing COC Montreal staff, three National Sport Federations – Boxing Canada, Karate Canada, Triathlon Canada (Montreal Triathlon) – all use the office, and the Lausanne room, daily.

Canada Olympic Excellence Day helped unite thousands of Canadians through the spirit of the Olympic Movement, cementing a stronger future for sport in this country.

TORONTO 2015

The TORONTO 2015 Pan American Games represents a landmark moment in this country’s sporting history. As host, Canada re-actualized its potential to deliver outstanding multi-sport events on home soil — while achieving our best-ever performance with 219 medals and placing inside our articulated target by finishing second overall.

With a goal of improving Canada’s performance, the COC increased its investment into the Games, which was supplemented by the Federal Government’s first-time contribution.

With a goal of improving Canada’s performance, the COC increased its investment into the Games, which was supplemented by the Federal Government’s first-time contribution.

It was the largest Canadian team ever assembled for a multi-sport Games with 715 athletes.

It was the largest Canadian team ever assembled for a multi-sport Games with 715 athletes.

This group united to set 12 Pan Am records, and earn nine gold-silver finishes.

Engagement was so successful that 600 million earned media impressions were generated through Team Canada’s digital channels.

The Hudson’s Bay kit launch helped kick-off the Pan Am conversation and garnered more than 22.8 million total impressions, including eight million media impressions, 4.9 million digital impressions, and 9.9 million in #NowOrNever fan engagement.

Engagement was so successful that 600 million earned media impressions were generated through Team Canada’s digital channels.

The Hudson’s Bay kit launch helped kick-off the Pan Am conversation and garnered more than 22.8 million total impressions, including eight million media impressions, 4.9 million digital impressions, and 9.9 million in #NowOrNever fan engagement.

With so much rich conversation, Team Canada’s web and social channels became the go-to place for Canadians during the Games.

During this time, unprecedented sport coverage was achieved, as 36 sports and 48 disciplines were covered by COC content producers who provided Canadian fans with the experience of being at the Games, with athletes at the centre of the conversation.

Patriotism was stronger than ever in downtown Toronto, centralized around the first-ever Canada House at a Pan American Games.

Patriotism was stronger than ever in downtown Toronto, centralized around the first-ever Canada House at a Pan American Games.

Canada House not only served as the primary site for hosting athletes, their families and friends, but also provided a welcoming atmosphere for the broader Canadian Team throughout the Games. This home away from home for the athletes grew into a key media site for Team Canada, hosting daily athlete medal celebrations, media briefings, and interview opportunities.

These efforts are but a small example of how the Communications team was able to deliver more than 100 million media impressions during the Games – leveraged by a first-ever digital-only media guide mobile app, targeting journalists specifically to better share Team Canada’s story.

Canada House not only served as the primary site for hosting athletes, their families and friends, but also provided a welcoming atmosphere for the broader Canadian Team throughout the Games. This home away from home for the athletes grew into a key media site for Team Canada, hosting daily athlete medal celebrations, media briefings, and interview opportunities.

These efforts are but a small example of how the Communications team was able to deliver more than 100 million media impressions during the Games – leveraged by a first-ever digital-only media guide mobile app, targeting journalists specifically to better share Team Canada’s story.

Corporate Partners contributed to the success of Canada House by providing critical services and product to support our athletes’ friends and families and with a fierce commercial rights framework in place, had their interests protected at unprecedented levels.

The Canadian Olympic Foundation leveraged TORONTO 2015 through every available channel and hosted more than 150 donors at 20 donor events. These efforts resulted in more than 800 new donors.

A post-Games survey showed 98.5 per cent of staff thought they contributed to the Team’s success in a meaningful way. The Information Technology team kept each group operating smoothly, providing design, installation, configuration and support on all of the technology infrastructure and applications during the Games.

The TORONTO 2015 Pan American Games was a landmark in this country’s sporting history.

Olympic Excellence Series

The Olympic Excellence series in 2015 Olympic Excellence Series (OES) and Media Summit helped pave Team Canada’s road to RIO2016 in unprecedented ways.

The goal of OES for sport is threefold; unite and inspire Team Canada ahead of RIO2016; share strategies to perform on demand; and present the most up-to-date information from the organizing committee and the different COC programs.

The goal of OES for sport is threefold; unite and inspire Team Canada ahead of RIO2016; share strategies to perform on demand; and present the most up-to-date information from the organizing committee and the different COC programs.

The project team which came together to make OES a reality is a true example of inter-departmental collaboration, spanning across the COC.

Working closely with our official broadcast partner CBC, the Communications team delivered an outstanding media summit at which 21 media outlets and 61 athletes worked together with the COC staff to produce a total of 695 segments in one day. The initiative provided full media access to better tell Team Canada’s stories. This strategy ensures minimal press distractions for athletes during their training for RIO2016.

The project team which came together to make OES a reality is a true example of inter-departmental collaboration, spanning across the COC.

Working closely with our official broadcast partner CBC, the Communications team delivered an outstanding media summit at which 21 media outlets and 61 athletes worked together with the COC staff to produce a total of 695 segments in one day. The initiative provided full media access to better tell Team Canada’s stories. This strategy ensures minimal press distractions for athletes during their training for RIO2016.

Integrated content and thoughtful brand representation across Sport, Communications, Digital and Marketing Partnerships were marquee in making this happen, while IT implemented efficient tools for the creation, tracking and completion of tasks related to the delivery of OES.

The Canadian Olympic Foundation (COF) participated in the Olympic Excellence Series Marketplace by educating athletes on the COF’s mandate and facilitating participation in the HBC Athlete Bursary.

COC staff provided athletes an engaging, informative tutorial on how to best manage their personal brands leading up to and during the Games – including communications planning, media management, social media maximization, and partner integration in the world of Rule 40.

Integrated content and thoughtful brand representation across Sport, Communications, Digital and Marketing Partnerships were marquee in making this happen, while IT implemented efficient tools for the creation, tracking and completion of tasks related to the delivery of OES.

The Canadian Olympic Foundation (COF) participated in the Olympic Excellence Series Marketplace by educating athletes on the COF’s mandate and facilitating participation in the HBC Athlete Bursary.

COC staff provided athletes an engaging, informative tutorial on how to best manage their personal brands leading up to and during the Games – including communications planning, media management, social media maximization, and partner integration in the world of Rule 40.

The Marketplace environment was also created to educate athletes on a number of partner initiatives that provide direct benefit to athletes, including: Bell Athlete’s Connect, Air Canada Altitude Program, Game Plan, Petro Canada Athlete Friends and Family, Hilton discounts and Canadian Tire’s Home Suite Home.

Digitally, the Olympic Excellence Series and Media Summit evolved, including participation from all Digital team members who earned 28 million media impressions through invented activations.

The Olympic Excellence Series and Media Summit 2015 again proved that Team Canada is at its strongest when united in collective pursuit.

UNITED
IN THE JOURNEY

The huge moments, hard work and transformational events during 2015 proved the power sport has to connect and inspire our nation. This momentum will fuel our Olympic journey to RIO2016 and beyond — together, as united Canadians.