1988 Winter Olympics marketing

1988 Winter Olympics marketing was a long running campaign that began when Calgary won its bid to host the games in 1981. Symbols Emblem The organizing committee Olympiques Calgary Olympics '88 (OCO'88) chose a stylized snowflake used for the 1981 bid by the Calgary Olympic Development Association (CODA) as the symbol for the 1988 Games.OCO'88 1988 53 The snowflake is made up of interlocking "c"'s, small "c"'s representing Calgary, and the large "c"'s representing Canada. The five interlocking "c"'s represented the theme of the 1988 Games "Come Together in Calgary". Motto The official motto of the 1988 Winter Olympics was Coming Together in Calgary (fr Se réunir à Calgary). Mascots Hidy and Howdy OCO'88 introduced the mascots of the Calgary Games Hidy and Howdy, at the closing ceremony of the 1984 Winter Olympics in Sarajevo.OCO'88 1988 259 The mascots named "Hidy" and "Howdy", chosen through a public contest,OCO'88 1988 57 were a smiling cowboy-themed polar bears designed to evoke images of "western hospitality".https://news.google.com/newspapers?id=PXZkAAAAIBAJ&pg=3933,4173015 It's Hidy, Howdy Calgary Herald January 30, 1984 February 20, 2013 A1 The mascots were played by a team of 150 students from Bishop Carroll High School, the sister-brother pair made up to 300 appearances per month in the lead up to the Games.Clarke Norm https://news.google.com/newspapers?id=YrsyAAAAIBAJ&pg=7018,3547771 Hidy and Howdy from the Calgary Olympics Spokane Spokesman-Review November 5, 1987 February 20, 2013 C2 From their introduction at the closing ceremonies of the Sarajevo Games in 1984 until their retirement at the conclusion of the Calgary Games, the pair made about 50,000 appearances. Corporate sponsorship and advertising At the conclusion of the 1988 Winter Games, OCO'88 noted that corporate partnerships generated 88 CAD million in revenue, which was 16 per cent of the 558.8 CAD million OCO'88 generated in revenue.OCO'88 1988 80–87 For the 1988 Winter Games there were 21 sponsors, 30 suppliers, 40 licensees, 27 contributors and one donor.OCO'88 1988 327 Official sponsors were categorized into tiers based on contribution total, with 2 CAD million separating each tier, official sponsors resulted in 57 CAD million in support for the Games. Official suppliers were required to provide at least 500000 CAD in contributions, official suppliers resulted in 21 CAD million in support for the Games. Licensing programs were seen as successful in Canada, but unsuccessful in international markets due to challenges negotiation with individual National Olympic Committees.OCO'88 1988 329OCO'88 1988 648–650 Sponsors Anheuser-Busch ATCO Development Canada Safeway Coca-Cola Company FedEx General Motors of Canada IBM Canada Kodak Canada Labatt Brewing Company Matsushita Electric Trading Motorola Nova Petro-Canada Philips Electronics Royal Bank of Canada Shell Canada 3M Time Inc./Sports Illustrated Visa International Xerox Canada Team Petroleum '88 Team Petroleum '88 was a program developed by OCO'88 as a program to engage oil and gas corporations in the Calgary region with the Olympic Games. Participating corporations were not provided any marketing rights, but were instead given access to tickets in a special lounge at the Olympic Saddledome for high-profile events, and priority access to tickets in other events. The Team Petroleum '88 program generated 4.8 CAD million in revenue from 44 corporations.OCO'88 1988 650–651 Official songs and anthems The official song of the 1988 Winter Olympics was Can't You Feel It, composed by Canadian David Foster for the Games.OCO'88 1988 297 References Official reports OCO'88 XV Olympic Winter Games: Official Report XV Olympic Winter Games Organizing Committee 1988 https://library.olympic.org/Default/digital-viewer/c-43821 0-921060-26-2 English, French Other works King Frank W. It's how you play the game : the inside story of the Calgary Olympics 1991 Script, the Writers' Group Calgary 978-0-9694287-5-6 en Marketing Category:Olympic marketing