Marketing

EVOLVING OUR MESSAGE

(The COC) is now an athlete-driven brand. — Olympic medallist Deidra Dionne, CBC

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CORPORATE COMMUNICATIONS

Given the outstanding athletic performances on the field of play at Rio 2016, the media coverage of Team Canada was positive during and post Games. Rio 2016 became the most-watched summer Olympic Games in Canadian history and the prowess of our nation’s female athletes as well as the success of Canada Olympic House attracted international media attention.

Tools for media were further developed as the mobile media guide app, @TeamCanada PR Twitter account and press.olympic.ca helped us advance our conversation with media by sharing timely athlete and sport information in an accessible way.

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With full translation and linguistic services, the team met and exceeded coverage goals for more than 15 team announcements, including a hugely successful flag bearer revealing with the Prime Minister on Parliament Hill and the Rio 2016 Team Canada Send Off Beach Party. Corporate events saw positive national coverage on a number of COC programs, all while ensuring our partners’ stories and narratives were successfully told. In 2016, media were invited to 30 events organized by the Canadian Olympic Committee.

TRANSLATION & LINGUISTIC SERVICES BY THE NUMBERS:
2 internal translators/editors
7 external freelance teams
1,157,700 words translated and/or edited
53% handled internally
47% handled externally
100% edited and/or reviewed internally

The communications team was also actively involved in developing important messaging on the COC organizational and policy changes for all audiences including staff, the sport community, partners and the public, while reinforcing the values of integrity and respect.

BRAND

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The evolution of the Canadian Olympic Team brand took further strides in 2016 with integration as a main strategy. This was accomplished primarily by delivering an iconic Games-time campaign that broke through the clutter and acted as a rallying cry for athletes, coaches and Canadians. Engagement reached a new level through Rio 2016 and all key brand metrics remain extremely strong with awareness (94%) and interest (32% very interested) scoring above our post-Sochi 2014 benchmarks. The campaign delivered against all key objectives and multiple key performance indicators surpassed previous campaigns.

“Historically, our nation is a winter sport powerhouse. But now it’s time for summer athletes to show the world that we are capable of being a strong summer sport nation.”

— Rio 2016 Olympian, beach volleyball

The campaign featured 12 athletes and nine sports/disciplines were represented with many creative assets showcasing NSF branding integration. Assets produced included multiple 10-second short videos for social media use, and 30- and 60-second video spots for TV and digital channels. Print assets came to life with a national out-of-home and print media presence. Numerous behind-the-scenes video assets were created by the COC digital team and aided in building momentum for the campaign.

Featured in the COC’s Ice In Our Veins brand campaign were: Jennifer Abel (diving), Catharine Pendrel (mountain bike), Katerine Savard (swimming), Ryan Cochrane (swimming), Aaron Brown (athletics), Mandy Bujold (boxing), Mark de Jonge (canoe/kayak sprint), Heather Bansley & Sarah Pavan (beach volleyball), Liz Gleadle (athletics), as well as Justyn Warner (athletics) and Milos Raonic (tennis).

EVENTS & EXPERIENCES

It was a busy year for the events team, which collaborated fully with the organization to deliver against its objectives for a variety of corporate, sport and marketing events. The cornerstone project was Canada Olympic House at Rio 2016, the biggest and most impactful iteration of the project to date.

For the first time COH was designed by a Canadian firm. The Toronto-based design firm Yabu Pushelberg created a space that left a lasting impact on all who walked through the House, including corporate partners and their clients. More importantly, COH was a ‘home away from home’ for athletes, coaches, family and friends.

COH BY THE NUMBERS:
10,000+ visitors
300 athletes
22 special events
16 partner activations
7 sport celebrations

MARKETING & STRATEGIC PARTNERSHIPS

The Canadian Olympic Committee’s marketing partners proved they believe in the Team Canada brand wholeheartedly during what was a sometimes challenging 2016. They have signed on for bigger investments than ever before and are committing for extended periods because they’ve seen the tangible value. Generous support of Canadian institutions like Bell, RBC, Canadian Tire, HBC, Air Canada, and Deloitte is unparalleled in our 112-year history.

Canada Olympic House during Rio 2016 was a marquee touchpoint for our partners who made incremental investments from 17 marketing and strategic partners toward the success of the house. Included in 16 partner activations at COH were the iconic Molson Canadian Global Language fridge, the Red Door from Rio by Canadian Tire, and a bobsleigh simulator from the Richmond Olympic Experience. The COC hosted 11 partner events, including privately-hosted dinners, Bell and Petro-Canada’s partnership renewal announcements, RBC Training Ground events, and a concert presented by Deloitte.

We are pleased to report the successful launch of RBC’s Training Ground designed to help find undiscovered athletes with podium potential and provide them with funding to fuel their Olympic dreams. A new eight-year strategic partnership with Smith School of Business at Queen’s University was also announced, which will provide scholarships for COC athletes, shared coaching synergies, and customized leadership training for COC staff and stakeholders.

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Inter-departmental collaboration was key in the marketing partnerships successes this past year, working with the digital team to launch the much-anticipated Hudson’s Bay uniform kit via a Facebook Live broadcast for the first time. Our brand team also worked closely to help deliver a first-of-its-kind program with Coca Cola, P&G, Mondelez, and General Mills to feature our Ice in Our Veins campaign in thousands of retail stores across Canada during Games-time.

Also for the first time, the COC implemented a formal Rule 40 application process whereby non-Olympic sponsors could submit campaigns featuring athletes for approval and receipt of Rule 40 waivers, enabling those campaigns to remain in market during the Rio 2016 Games period. We also extended select licensing rights to five summer NSFs as part of a trial licensing program for Rio 2016, allowing for the sale of replica competition uniforms featuring the Canadian Olympic Team mark.

DIGITAL

The overarching marketing objective of the COC’s digital team is to strengthen brand equity via earned media. By continuing to tell athlete and sport stories in a way that garners huge results, Team Canada not only achieved this objective, but further cemented its place as a well-loved brand during 2016. After a competitive analysis, the COC determined that on a per capita basis we have the largest channel size and are the second-most engaged National Olympic Committee in the world (behind only Team GB which had its best-ever summer Olympic results at Rio 2016). During Rio 2016, we had more than 7.7 billion earned media impressions via our social channels (Facebook, Instagram, Twitter and Snapchat), far exceeding our objectives.

The metrics speak for themselves:

  • 10 billion total earned media impressions in
  • 14 million total fan engagement in 2016
  • Our total channel size (Facebook, Twitter, Instagram and Snapchat) is 28 per cent higher than in 2015
  • Olympic.ca and Olympique.ca: 11.5 million total page views
  • Facebook: 916,000 fans
  • Twitter: 659,000 total followers
  • YouTube: 12,000 followers
  • Instagram: 158,000 followers
  • Snapchat: 5,500 followers
  • Olympic Club: 218,000 members
  • Email Newsletter Registrations: 425,000 (across eight lists with overlap)

Digital integration with all marketing initiatives was a key contributor to a successful year for the COC and partners alike. This was highlighted by three main projects:

• The Hudson’s Bay Rio 2016 uniform kit was launched in April via Facebook Live on which we partnered with the Facebook organization who promoted the reach of the video on its platform. This gave us data and marquee insights to truly support our longtime corporate partner Hudson’s Bay. Team Canada and Hudson’s Bay digital and social content generated more than 68 million earned media impressions and more than 28,000 engagements.

• Ice In Our Veins: The campaign was supported across all of Team Canada’s social channels. In addition to the TV spots by creative agency Cossette, behind-the-scenes videos were cut in-house to profile all the athletes involved in the campaign.

• In the lead up to Rio 2016, the digital team produced live content at 15 team announcements across Canada, including the Opening Ceremony Flag Bearer announcement on Parliament Hill. In addition, a team qualification tracker and team nomination tracker were maintained on Olympic.ca to give fans an idea of how many quota spots had been earned and which athletes were nominated to fill those spots. 

INNOVATION — This past year the digital team is excited to report the utilization of a tool that tracks and values every brand mention and logo usage (through image recognition software) across all our Team Canada and athlete social channels. Our final analysis post Rio 2016 showed that 25.7 million interactions of fans with Team Canada channels, with 13.8 million interactions that were sponsor-related, contributed to $9.8 million of value. The COC also partnered with Facebook and Twitter for $1 million in digital media distribution on their platforms.
CANADIAN OLYMPIC CLUB, brought to you by Bell — Each day during Rio 2016, Canadians were offered a chance to win a partner product, signed by a Canadian medallist. This was received very positively by our now more than 218,000 Olympic Club fans as we saw 165,000 contest entries during the Games. 
 
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TEAM CANADA MOBILE APP — The COC grew its mobile offering to include an app that featured the Canadian Olympic Club and offered fans up-to-the-second updates, push notification alerts, medal standings, photos, videos, athlete and sport biographies, and more. Our Team Canada app, targeting millennial fans, was featured in the App Store and downloaded by more than 85,000 Canadian fans. 
olympic.ca/olympique.ca — A revamped website, fostering our ‘mobile first’ strategy, was launched in advance of the Rio Games. During the Games window, more than 70 per cent of our traffic came from mobile devices. Our Olympic.ca sessions reached more than 600 per cent of the visitors we had during London 2012.