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Bell Canada
Vancouver 2010 Olympic Games

Objectives
Creatively leverage and maximize Bell’s sponsorship of the Vancouver 2010 Olympic Games through a multi-faceted corporate VIP hospitality program to increase market share and promote and reinforce preference for Bell’s technology, products and services.

Solutions
SportsMark consulted with Bell from the outset of their Olympic sponsorship to develop the hospitality program and its objectives. Once defined, SportsMark recommended, developed and managed a comprehensive program, including: event technology solutions, hotel, custom designed premiums, transportation, tickets, top-notch food & beverage, special events, cultural tours and activities, technology symposiums, and staffing management for over 1,000 guests. The customized program aligned with the Bell’s core objectives. Through its “Business Event Like No Other” theme, we kept the focus on Bell’s role as VANOC’s technology provider by incorporating multiple business-centric initiatives, such as:

• Integrating Bell Technology Symposiums into each wave
• Providing exclusive “behind the scenes” IBC tours, which demonstrated how Bell technology was driving the Vancouver 2010 community
• Contracting and managing an exclusive hosting venue that met VIP business objectives and developed preliminary consumer activation concepts
• Composing Bell’s tour scripts to detail Bell’s contribution to its sponsored athletes and technological innovations that were implemented at each sport venue
• Developing activation concepts on how to use Olympic-related assets and collateral to drive consumers through Bell stores in the lead-up to the Games

Results
Over 95% of guests surveyed rated their overall experience as a 5 out of 5, delivering “an experience of a lifetime” and more than 98% of guests felt they have a better appreciation of the unique technology role that Bell played in delivering the Games, which was one of Bell’s key objectives.