Province of BC 2010 Business Summit

Welcome to 2010: The Sponsor Experience

Speakers:

• Nicola Kettlitz, General Manager, Vancouver 2010 Olympic Project Team, Coca-Cola Ltd.
• Peter Franklin, Group Director, Worldwide Sports & Event Management, Coca-Cola Ltd.

Summary:

Sharing the excitement of the Olympic and Paralympic Games with clients, customers and colleagues is all part of the plan for 2010 sponsors and suppliers, and no one does it better than Coca-Cola. For sponsors, their 2010 programs are an opportunity to promote the brand in an extremely powerful way and a chance to celebrate, recognize and thank all those who help drive their business. As a result, it’s easy to see why their local shopping lists are among the most unusual, creative and comprehensive of the Games.

The representatives from Coca-Cola, Peter Franklin and Nicola Kettlitz, both spoke about Coke’s marketing strategy. While Coke has been approached with ideas for Olympic programs in the past, Peter Franklin notes that Coke looks for three things before adopting an Olympic program: relevance, scalability and difference. Relevant in that the program is appropriate for Coke’s clientele; scalable in that they can attract Coke’s global consumers; and different in that it is unique and innovative. As Coke is one of the major sponsors of the torch relay, the speakers also discussed their previous initiatives for this particular program and how sustainability fits into their strategy.