2010 Olympic & Paralympic Games Event Leveraging

Photo by Michael Francis McCarthy

The Challenge

Tourism British Columbia sought to maximize exposure of province-wide tourism destinations by leveraging the world-wide attention focused on the 2010 Olympic and Paralympic Games.

Our Role

While on executive secondment to Tourism British Columbia, Paul Clark directed all sales and marketing programs that profiled British Columbia (BC) tourism destinations via co-operative campaigns with Olympic-related groups such as global sponsors Coca-Cola and Panasonic.

Results

The International Olympic Committee stated in their formal post-Games assessment that the promotional leveraging conducted by the 2010 host tourism destinations resulted in the most innovative campaigns and greatest ROI ever experienced in Olympic history.

More than 3 billion TV and online viewers, and 250,000 games-time visitors, saw extensive BC and national tourism promotions featured within key pre-games and games-time programming. Additionally, Canada leveraged the tourism development aspect of the Games nationally and internationally, and was given the world’s No. 1 Country Tourism Brand annual award from FutureBrand of New York in November of 2010.