Canadian Olympic Committee breaks Now or Never campaign
The Canadian Olympic Committee has begun a new advertising campaign called "Now Or Never" in advance of the Toronto 2015 Pan American Games. This is the first time the organization has conducted a marketing initiative supporting athletes at the Pan American Games. The campaign, developed by Cossette, features 14 Canadian athletes who will compete in eight sports. The focus of the effort is a video describing the work and training the athletes have undertaken to reach the competition. It ends with a call for consumers to purchase tickets and support Canadian athletes. The 30-second commercial will debut tonight during the Hockey Night in Canada playoff broadcast on CBC. Several editions of the commercial have been produced in English and French, at 60-, 30- and five-second lengths.
The video is being supported with out-of-home ads from Astral Media and newspaper advertising from the Globe and Mail, as well as social media activities. The creative includes a campaign hashtag hand-painted by various athletes. This is the first time Cossette has worked for the Canadian Olympic Committee. Media buying for the campaign is being conducted by OMD Canada. Public relations are being handled by North Strategic.
"Our goal is to make it a rallying cry for our fans leading up to and during the games," said Derek Kent, chief marketing officer at the Canadian Olympic Committee. "Now Or Never represents that pivotal moment in sport combined with heart-pounding visuals, where athletes give their everything. It is designed by athletes for athletes and to inspire our fans to support Team Canada as they compete for gold."