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    Vancouver 2010 Winter Olympics
   
Brochure

 
This brochure is what I'd call a "Soft No" piece. The intent was to gently but firmly tell people that they could not use the Olympic trademarks without becoming a sponsor or receiving written permission.

This was a particularly important piece in Vancouver, as the city had rallied together and voted to host the games. As a result, the community feels a particular sense of ownership with the winter Olympics.

The key to wording this piece was to explain that people would actually help the Vancouver 2010 efforts by NOT posting the rings on their websites or use Olympic phrases on their advertisements.



Respect the Rings...


 

 


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Excerpt from brochure:

 

RESPECT THE RINGS & SUPPORT THE GAMES
Guidelines and restrictions for using Vancouver 2010 intellectual property.

 

YOUR SUPPORT. YOUR OPPORTUNITIES. YOUR GAMES.

Broad community support throughout British Columbia was key to Vancouver's successful bid to host the 2010 Winter Olympic Games. Immediately after the International Olympic Committee announced the winner on July 2, 2003, that support continued to grow.

The Vancouver Organizing Committee (VANOC) is responsible for organizing, financing, and staging the games. Every day, VANOC receives requests from corporations, small businesses, and community groups, all of them interested in learning the same thing:

How can we get involved in promoting the 2010 Olympic Winter games?

VANOC greatly appreciates and will need ongoing support from the community to host a well-organized and financially successful Winter games in 2010. Numerous community initiatives are being developed and will be announced in the coming months. However, your support can begin by understanding and respecting the value of Olympic intellectual property.

 

WHAT IS OLYMPIC INTELLECTUAL PROPERTY?

All of the registered names, phrases, logos, and designs related to the 2010 Olympic games are collectively referred to as "Olympic Intellectual Property" or more commonly as "the Olympic brand." Their use is carefully controlled, and is available only through the purchase of licenses and/or written permission from VANOC, or in some circumstances from either the Canadian Olympic Committee (COC), or the International Olympic Committee (IOC).

 

WHY IS THE OLYMPIC BRAND SO VALUABLE?

Canadian and international companies are prepared to invest millions of dollars for the exclusive rights to use the Olympic brand in their promotional campaigns. VANOC is responsible for negotiating those exclusive agreements, and will use the money to stage the games. An estimated 40% of VANOC's operating budget will come from sponsorship agreements.

 

WHY MUST VANOC LIMIT ACCESS TO THE OLYMPIC BRAND?

Companies participating in the Vancouver 2010 Games marketing program must be confident they are investing in something that is not available for free. Any illegal, unauthorized use of the Olympic brand could greatly diminish VANOC's ability to raise sponsorship dollars. This is an important issue for all British Columbians: any surplus sponsorship dollars generated by VANOC will go towards the training of future Canadian Olympians, but any deficit would be covered by the provincial government.

 

WHAT EXACTLY IS CONSIDERED OLYMPIC INTELLECTUAL PROPERTY?

Olympic Symbols and Marks including the words "Olympics" and "Olympiad", images of the Olympic rings and torch, and the Olympic motto "Citius Altius Fortius." Olympic Logos including the Vancouver 2010 bid logo and the official logo (currently being designed). Trademarked Words and Phrases including: 2010; Vancouver 2010, Whistler 2010, and Winter Games. Logo updates and a more comprehensive list of items are posted at www.vancouver2010.com/oip

 

WHO WILL BE ALLOWED TO USE THE OLYMPIC BRAND?

Licensed Corporate Sponsors will be permitted commercial use under terms set out in their sponsorship agreement.

Not-for-profit Community Organizations that are working to develop strategies related to the Vancouver 2010 Games may apply to VANOC for written approval to use some Olympic Intellectual Property.

Educational Institutions, including public libraries, media centres and museums, are exempted from the general prohibition against use of Olympic Intellectual Property if it is used for related educational activities, such as the study of Olympic ideals. However, use of the Olympic brand to imply an official connection with the Olympics or to promote paid-attendance events would require written consent from VANOC.

Media is permitted to use Vancouver 2010 trademarks and logos and Olympic terminology within informational & editorial coverage. Any marketing or promotional context which would imply a commercial association with the Vancouver 2010 Games, without approved consent, is not allowed.

 

I DON'T FIT INTO THOSE GROUPS BUT I STILL WANT TO SUPPORT THE GAMES. WHAT CAN I DO?

You will be supporting the Vancouver 2010 Games by NOT engaging in the illegal use of Olympic Intellectual Property. Any illegal use of the Olympic brand can weaken VANOC's ability to raise sponsorship dollars to fund the games. Without written consent from VANOC, it is illegal, for example, to post the Olympic logo on private or commercial websites, signage, or written materials.

That said, VANOC is very grateful for your support and enthusiasm for the Vancouver 2010 Games, and will be announcing many initiatives which will enable you to get directly involved, such as selling official Olympic merchandise, joining the VANOC team, or volunteering at the 2010 Games.

We invite you to stay tuned and stay enthused as Vancouver and Whistler prepare to host the biggest international sporting event in the world.

 

WHAT IF SOMEBODY USES THE OLYMPIC BRAND WITHOUT CONSENT?

VANOC's intent is to protect the Olympic brand in order to raise sponsorship dollars needed to host the games. Trademark infringement is against the law and we are asking the community to respect the Olympic brand. VANOC is prepared to take legal action in order to protect its property.

 

HOW DO I APPLY FOR APPROVAL TO USE THE OLYMPIC BRAND?

Corporate sponsorship application packages will be made available late in 2004. More detailed information packages are also being created for non-profit organizations, educational institutions, and the media.

The best way to stay informed is to visit our website: www.vancouver2010.com


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