The Canadian Olympic Committee launches its biggest-ever campaign

Derek Kent, CMO at the organization, talks about the #Wearewinter campaign, and its first-ever social media partnership.

The Canadian Olympic Committee has unveiled a new campaign leading into the Sochi 2014 Olympic Winter Games around the tagline/hashtag #Wearewinter.

Derek Kent, CMO, Canadian Olympic Committee, says the $14 million campaign is the largest-ever for the organization, and is more than double the budget of the “Give your Everything” spots it ran in advance of the London 2012 Summer Olympics.

Kent says there are a couple reasons for the size of this campaign, one is the longer lead time his team had going into the Games (he joined the COC in September before the last Games) and the second is wanting to build off the momentum of the Vancouver 2010 Winter Olympics.

Media in the campaign is donated through partners of the COC, which include the CBC, the Globe and Mail, Astral Media, Cieslok Media and Twitter Canada. Additional partners include Bell Media, Rogers, MLSE, Airtime Media, Cineplex Entertainment, NewAd, AOL and Juice Mobile.

The partnership with Twitter Canada is a first for the organization, which hasn’t previously coupled with a social media company. Kent says Twitter Canada will be placing promoted #Wearewinter tweets from the COC (@CDNOlympicTeam and @OlympiqueCanada), Canadian Olympic athletes and key partners in the timelines of Canadians.

Creative in the new campaign, by Proximity, was inspired by the bond Canadian athletes feel to one another through the weather here, says Kent. The campaign includes two 60-second TV spots, four 30-second spots and one 15-second spot featuring Canadian athletes like Kaillie Humphries, Mark McMorris and Mikaël Kingsbury facing the elements as well as print, digital and OOH ads. The eight-week campaign will run until the end of February.