Kurt Browning – Team Visa Ambassador
VISA OLYMPIC ACTIVATION
Clara Hughes – Team Visa Athlete
Nathalie Lambert – Team Visa Ambassador
HPM was retained by Visa Canada after the 2004 Athens Olympic Games to develop an Olympic and Paralympic activation program that would create a highly differentiated positioning and help build brand equity across 5 key reputational pillars. The result was Team Visa. Built around the concept of mentorship, HPM recruited some of the most respected athletes in the the Olympic movement (Kurt Browning, Marnie McBean, Nathalie Lambert, Bruny Surin) to support the Olympic aspirations of selected athletes
Two other key differentiators keyed the success of the program. First, athletes were selected according to their demonstrated track record giving back to their sports and/or their community. A national nomination process led to 400+ nominations for each of the Torino, Beijing and Vancouver Games. Second, the story of each athlete was told through vignettes that ran in conjunction with Visa advertising with the official Olympic broadcast partners. The result was that Visa Canada finished in the top 3 in unaided awareness among the 60+ sponsors for the Vancouver Winter Olympic Games.