Recap Report June 2020
V A N C O U V E R
2010
When Canadians stood atop the podium in Vancouver ten years ago, we felt pride.
We felt vindication. We felt victorious.
But true success reaches far beyond the podium.
The real victory was what began after the games ended.
The years that changed the landscape of our country, forever.
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EXECUTIVE SUMMARY
February 2020 marked the 10-year anniversary of the Vancouver 2010 Olympic and Paralympic Winter Games.
The Games served as an inflection point for our nation, rallying Canadians from coast to coast to coast behind the power of sport, unified by the Olympic and Paralympic movements and support for Team Canada.
The Canadian Olympic Committee and Canadian Olympic Foundation, in partnership with the Canadian
Paralympic Committee and Paralympic Foundation of Canada, together sought to unite the city of Vancouver, Vancouver 2010 Athletes, and the nation through the Vancouver 2010 10th Anniversary Celebration.
The Celebration included a content and communications plan executed throughout the month of February, a family-friendly Fan Festival, and a Gala to both celebrate the achievements of Vancouver 2010 Team Canada athletes and bring together key sport stakeholders to raise funding and support for future Team Canada
athletes.
Other organizations in Vancouver rallied around the Vancouver 2010 10th Anniversary and hosted their own third party events throughout the month of February.
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STRATEGY
OBJECTIVES
Showcase the values Canadians share with the
Canadian Olympic and Paralympic movements Extend legacy impact of Vancouver 2010 Build positive sentiment for the Canadian Olympic and Paralympic movements in Canada
PRIMARY TARGET: TEAM CANADA FANS
SECONDARY: Sports Community; Corporate Partners; Blue Jackets
TERTIARY: Government Officials; Local Government Community; Future Bid Influencers
THINK FEEL DO
Vancouver 2010 had a transformational impact on Canada and the legacy lives on today in all
Canadians
INSPIRED | PROUD | NOSTALGIC | OPTIMISTIC CONNECTED (APPRECIATED)
Support Team Canada (Olympic and Paralympic) movements
STRATEGIC APPROACH: LEVERAGE NOSTALGIA TO CREATE OPTIMISM
FOR THE FUTURE OVERARCHING NARRATIVE
Through today’s lens, use shared pride and nostalgia for Vancouver 2010 as an emotive platform to connect with our target, extend the legacy of the
Games, and inspire future support for the Olympic and Paralympic movements
Vancouver 2010 united Canadians like never before, inspiring us to embrace
Olympic and Paralympic values. We celebrate the Games for what they gave us in 2010, and for what they continue to give us every day
CORE TACTICS
GALA FAN FESTIVAL DIGITAL PLAN COMMUNICATIONS PLAN
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BY THE NUMBERS
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GALA
Attendees 680
Olympians & Paralympians in Attendance 100+
FESTIVAL
Attendees 3,500+
Olympians & Paralympians in Attendance 27
Activations 17
COMMS
# of Coverage 671
Media Impressions 137,593,128
DIGITAL
Total Impressions 13,198,085
Total Engagements 301,923
VOLUNTEERS
Before volunteer
recruitment began, there were a significant number of inquiries from
community members
interested in supporting the event.
Ultimately all volunteer
positions were filled in 24
hours, many of which were filled by 2010 Games
volunteers who proudly wore their Blue Jackets.
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FESTIVAL
FAN FESTIVAL OVERVIEW
DATE: Saturday, February 22nd, 2020
TIME: 11:00 AM - 7:00 PM
LOCATION: Jack Poole Plaza
AUDIENCE: Team Canada Fans, Blue Jackets, General Public NUMBER OF ATTENDEES: 3,500+
SHOW PRODUCER: Patrick Roberge Productions
The Vancouver 2010 10th Anniversary Celebration Festival provided an
opportunity for Team Canada Fans and the public to relive the incredible
moments of Vancouver 2010 and to participate in a day filled with activities such as athlete meet & greets, pin trading, sport demonstrations, main
stage programming, face painting and more. A Festival Site Map can be found in Appendix 3, Page 61.
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OBJECTIVES, KPIs + RESULTS
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OBJECTIVES KPIS RESULTS
• Showcase the values Canadians share with the Olympic and
Paralympic Movements
• Extend legacy impact of Vancouver 2010 Winter
Olympic and Paralympic Games
• Build positive sentiment for the Olympic and Paralympic
Movements
• Engage 1000+ Team Canada Fans in a family focused
community festival
• Provide the partner community opportunities to activate at the fan festival
• Engaged 3500+ Team Canada Fans
• The HBC Red Mitten Pop Up was in a prime location at the festival and.
surpassed sales targets
• Showcased partners through on-screen graphics and on-stage recognition
• Sport Demonstrations: 9
• Total # of Activations: 17
• Athletes (Olympians & Paralympians) Participation: 27
OLYMPIANS & PARALYMPIANS IN ATTENDANCE
SUMMER WINTER
Hilary Caldwell Trevor Morrice Sam Edney
Evan Dunfee Jason Myslicki Eric Mitchell
Scott Dickens Heather Moyse Lucas Makowsky
Robbi Weldon Neville Wright Ian Cockerline
Marni Abbot Kelsey Serwa Christine Nesbitt
Richard Peters Anastasia Bucsis Tristan Walker Clara Hughes Kristi Richards Jessica Levins
Douglas Vandor Mathieu Giroux Josh Dueck
Dale Walters Dasha Atkins Herve Lord
Amanda Rummery Guillaume Bastille Billy Bridges Colette Bourgonje Christopher Spring Jamie Stirling
Sonja Gaudet Mercedes Nicoll Denny Morrison Tania Vicent
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ACTIVITIES & ENTERTAINMENT
Throughout the festival, attendees were welcome to participate in a number of
always-on activities, including;
• Sport demonstrations
• HBC Vancouver 2010 10th
Anniversary Mittens Pop Up
• CBC Photo Op
• Athlete Meet & Greet
• COF & PFC Info Booth
• Face Painting
• Food Trucks
• Canadian Themed “Puppets”
• Fire Pits
• Photo Booth
• Pin Trading
• Traditional Indigenous Programming
For a detailed activation list, see Appendix 4, Page 62.
WHITECAPS FC TENNIS CANADA & BC WHEELCHAIR
SPORTS ASSOCIATION ISPARC - TEAM BC LACROSSE
SPECIAL OLYMPICS BC
JUDO BC ROWING BC & VANCOUVER
ROWING CLUB THE FIRST NATION SNOWBOARD
ASSOCIATION ARCTIC WINTER GAMES 1313
SPORT DEMONSTRATIONS
VOLLEYBALL BC
HOST
Kevin Lim is a Breakfast Television & CITY TV On-Air Personality.
He effectively engaged the crowd in the day’s events and was responsible for the following:
• Welcome address and land acknowledgement
• General announcements
• Introductions on the main-stage programming
• Hosting & moderating the main-stage quizzes and games athletes would participate in
• Engaging the crowd and uplifting the atmosphere
It is highly recommended to hire a host for future festival activations.
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MAIN STAGE PROGRAMMING
There was Main Stage Programming throughout the day, including Olympic and Paralympic Highlights shown on screen, Athlete quizzes and games, and local musical performances. Full schedule can be found in Appendix 5, Page 61.
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CAULDRON LIGHTING CEREMONY
The Fan Festival culminated with the Olympic Cauldron lighting prior to the Lights [Remix] Concert. Scott Russell &
Marie-Josè Turcotte interviewed Clara Hughes, Sean McColl and Amanda Rummery and invited Dignitaries and all Olympic and Paralympic Athletes on stage prior to the Cauldron being lit.
Dignitaries on Stage;
• KENNEDY STEWART - Mayor of Vancouver
• JOHN FURLONG - Vancouver 2010 Olympic and Paralympic Games President and CEO
• THE HONOURABLE LISA BEARE - Minister of Tourism, Arts and Culture
• DARLENE POOLE - Co-Chair, Vancouver 2010 Anniversary Celebration Committee
• MARC-ANDRE FABIEN - President, Canadian Paralympic Committee
• TRICIA SMITH - President, Canadian Olympic Committee
CAULDRON LIGHTING CEREMONY
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To wrap-up the evening in celebration of the festival, Lights performed her latest “Lights [Remix]" set with special guest Felix Cartal once the Cauldron Lighting Ceremony concluded. The show was free for all to attend, and drew in festival
attendees, as well as passersby.
LIGHTS [REMIX]
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COMMS PLAN &
RESULTS
COMMUNICATIONS PLAN
Team Canada Communications elevated and amplified the Vancouver 2010 10th Anniversary, raised awarenesses of the
Vancouver 2010 10th Anniversary Celebration Gala, and drove attendance to the Vancouver 2010 10th Anniversary Celebration Festival. Communications also supported with all scripting for both the Gala and Festival.
INITIATIVES;
• JOHN FURLONG MEDIA - OCT 30, 2019: On the 10-year Anniversary of the Olympic Flame landing in Canada, John Furlong took part in local Vancouver media interviews discussing the Anniversary of the Games
• PRESS RELEASE - FEB 6: Announcement of Gala & Festival
• PRESS RELEASE - FEB 12: 10-year Anniversary, Opening Ceremony
• NATIONAL MEDIA DAY - FEB 12: Alexandre Bilodeau & Joannie Rochette took part in a series of interviews* to drive
awareness to the celebrations happening in Vancouver. Alexandre and Joannie also recorded voiceovers to be used in Pattison radio advertising.
• MEDIA RELEASE - FEB 20: Festival Availabilities Announced
• CORPORATE TWITTER SUPPORT: PR, Tricia Smith, and David Shoemaker accounts supported Press Releases and raised awareness in the lead up to and on event day
*Interviews were done with; CBC/Radio-Canada (Bilodeau/Rochette), La Presse Canadienne (Bilodeau / Rochette), La Presse (Bilodeau/Rochette),
Sportsnet Radio Vancouver (Bilodeau/Rochette), CityNews (Rochette/Bilodeau), CTV News Channel (Bilodeau/Rochette), CP24 (Rochette), Global News Vancouver (Rochette), Le Journal de Quebec (Bilodeau/Rochette), Vancouver Sun (Rochette/Bilodeau), TSN Radio Vancouver (Bilodeau) ,
sportsnet.ca (Rochette/Bilodeau), Sportsnet Radio Toronto (Billodeau/Rochette), TVA Sports (Bilodeau)
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RESULTS
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EVENT PIECES OF COVERAGE INSTANCES OF APPEARANCE
Gala 35 78,583,099
Festival 43 10,183,455
*Approximately 65% of media impressions mentioned gala or festival.
COVERAGE
Broadcast 37
Online 612
Print 21
TOTAL # OF COVERAGE 670
TOTAL AD VALUE $415,429.08
TOTAL CIRCULATION (BROADCAST/PRINT) 2,738,505
TOTAL UNIQUE VISITORS (ONLINE) 134,854,623
TOTAL MEDIA IMPRESSIONS* 137,593,128
ANALYSIS OF RESULTS
The Vancouver 2010 10th Anniversary Celebrations was the most successful event tracked during the 2019-20 period, thus far*,
receiving;
• 127% more coverage than the next closest event, (RBC Training Ground Finals)
• 37.5% of the total coverage of the Lima 2019 Pan Am Games
• 33.2% more impressions than the next closest event
• 45.25% of the total impressions of the Lima Pan Am Games
The Vancouver 2010 10th Anniversary out earned Bell Let's Talk Day 2019 by 70.7% and earned 54.8% of the total of the Pan Am Games.
*Cision changed their tracking methodology during the period covered. 23
DIGITAL PLAN &
RESULTS
DIGITAL PLAN
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Team Canada Digital engaged fans in the Vancouver 2010 10th Anniversary, created a digital hub for all Vancouver 2010
Anniversary information, and had Athlete Takeovers on Instagram for both the Vancouver 2010 10th Anniversary Celebration Festival & Gala.
INITIATIVES;
• ON THIS DAY VIDEOS: Every day, from February 12th to 28th, Team Canada social channels released “On this day” videos, highlighting moments from the Vancouver 2010 Olympic Winter Games
• VANCOUVER2010.CA: Vancouver2010.ca acted as a hub of information on the Festival, third party events happening in Vancouver, and Gala information
• INFOGRAPHICS: On February 12th and 22nd, Team Canada social channels released infographics showcasing performance and hosting related statistics
• ATHLETE TAKEOVERS: To amplify coverage of the events, Kelsey Serwa took over the Team Canada instagram channel to cover the Festival and Joannie Rochette covered the Gala
RESULTS & ANALYSIS
PLATFORM BUDGET IMPRESSIONS ENGAGEMENTS OTD VIDEO
VIEWS* LINK CLICKS
Website N/A 27,365 N/A N/A N/A
Facebook EN (Organic) N/A 5,477,137 119,137 1,715,826 N/A
Facebook FR (Organic) N/A 1,390,541 21,154 409,162 N/A
Twitter EN (Organic) N/A 2,598,886 26,035 460,239 N/A
Twitter FR (Organic) N/A 170,242 1,420 24,140 N/A
Instagram Feed (BIL, Organic) N/A 2,473,878 129,652 603,572 N/A
Instagram Story (BIL, Organic) N/A 686,600 N/A N/A N/A
Paid Social Breakdown (Facebook
EN) $2,111.20 373,436 4,525 125,557 977
TOTAL $2,111.20 13,198,085 301,923 3,338,496 977
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*The performance of the OTD video series was outstanding. As Vancouver 2010 is the most recent Games hosted in Canada, our fan base is very engaged with those Games and these videos outperformed expectations.
