Team Canada celebrates marketing achievements at Paris 2024 Olympics, with Jacquie Ryan named Marketer of the Year. The campaign “Brave Is Unbeatable” achieved 252M media impressions and increased positive feelings by 53%. Public engagement rose with Canada Olympic House welcoming 17K visitors, alongside a successful Team Canada FanFest with 50,000 participants. Digital engagement soared, reflecting a strong connection with audiences ahead of future Olympics.

Team Canada has achieved significant marketing success during the Paris 2024 Olympics, with Jacquie Ryan, the chief brand and commercial officer of the Canadian Olympic Committee (COC), being recognized as the Canadian Marketing Association’s Marketer of the Year. The campaign named “Brave Is Unbeatable,” leveraging the talents of Céline Dion and Michael J. Fox, resonated deeply with Canadians and generated an impressive 252 million media impressions, boosting positive sentiments toward Team Canada by 53%.

For the first time, Canada Olympic House was accessible to the public during a Summer Olympic event, attracting 17,000 visitors, and the COC hosted a Team Canada FanFest which welcomed 50,000 attendees back home. The 2024 Games represented the return of large in-person events after the pandemic hiatus, enabling the Olympic Committee to maximize engagement opportunities. Additionally, Team Canada launched the Momentum podcast with host Arianne Jones, accumulating 40,000 downloads. Social media interactions surged, totaling 75 million engagements and an audience growth of 25%, culminating in record TV and digital viewership numbers.

In summary, Team Canada’s endeavors at the Paris 2024 Olympics not only demonstrated an adept adaptation to modern marketing strategies but also showcased a commitment to fostering a robust connection with Canadian fans. This success sets a promising foundation as Team Canada prepares for upcoming events, such as the Milano-Cortina Winter Olympics in 2026, by prioritizing authentic storytelling and leveraging influential figures.

The Canadian Olympic Committee (COC) is responsible for promoting and marketing the Olympic Movement in Canada. In the context of the 2024 Paris Olympic Games, the COC aimed to enhance the fan experience and connection with the audience through innovative strategies that utilized digital media and impactful storytelling. The recognition of Jacquie Ryan reflects the importance of effective marketing leadership in achieving these goals, and understanding the dynamics of sports marketing is essential as Team Canada looks ahead to future competitions.

Team Canada’s strategic marketing initiatives during the Paris 2024 Olympics have led to significant achievements, marked by Jacquie Ryan’s accolade as the Canadian Marketing Association’s Marketer of the Year. Through successful campaigns, engaging in-person fan experiences, and a strong presence on digital platforms, the COC has succeeded in not only elevating Team Canada’s image but also in fostering a deeper connection with Canadians. The experiences and lessons learned will undoubtedly inform their approach as they prepare for the Milano-Cortina Winter Olympics in 2026.

Original Source: www.thegistsports.com

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