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Business Review Canada

  1. 1. | Feb 2011 IgnItIng the CanadIan spiritHOT IPOSPOlITIcal leaderS John FurlongTOP 10SMarTPHONeSCanada’s Marketer of the Year >
  2. 2. vAncoUveR olyMpic ceo John FURlong Revisits the gAMes vISIOnaRy wHO caPTIvaTEd canada’S HEaRTS and MIndS FOR 17 dayS RETuRnS FOR OLyMPIc annIvERSaRy aS MaRkETER OF THE yEaR By JoHn t. ConneLLvisit us online at
  3. 3. Marketing 2.0csLy February 2011
  4. 4. Marketing 2.0 John Furlong re John Furlong, successful Winte that the organizi top position. Turns out, not One-year after about those unfo is forever change “On the eve of Games showing came out and sat went and watche At the intervie eight competing great of a city Va Olympic Games, “I told the org the Olympic Gam Olympic spirit toJohn Furlong, cEO, vancouver Olympics win the Games,”visit us online at
  5. 5. evisits the games page 89 the President, CEO and vision behind the moster Olympic Games ever staged, didn’t believe in his heart ing committee saw him as a serious candidate for thet many believed his vision was realistic. r the Vancouver Olympics, Canadians are still talkingorgettable 17 days last February. Many believe, Canada ed, for the better. f the interview, there was a movie about the Nagano at Science World in Vancouver,” says Furlong. “I saw it, t in my car. I didn’t feel what the higher calling was, so I ed it again.”ew, John Furlong expressed how ferociously tough the countries would be in the bidding process. Touting howancouver is and how great Canada is wouldn’t win the he opined.ganizing committee at the interview, ‘if we don’t makemes about people and use this opportunity to take theo the front door of every home in Canada, we will not” expressed Furlong. February 2011
  6. 6. Marketing 2.0 John Furlong re “There were many people who wanted the Gamesto be about Vancouver. The decision to make theGames about Canada changed everything. I know a lot of people thought we would have to pull in our expectations. The Games can go far, but only so far, people said. Wrong. They can and did go that far.” Not long after Sidney Crosby capped the Vancouver Olympic Games with a game-winning overtime goal to give Team Canada Men’s Hockey Gold, Prime Minister Stephen Harper summed up the magnitude of Furlong’s vision: “The Games have elevated Canada on thevisit us online at
  7. 7. evisits the games page 91 THE dEcISIOn TO MakE THE GaMES aBOuT canada cHanGEd EvERyTHInG John furlong, ceo, vancouver olympics world stage. Mark my words, some day historians will look back at Canada’s growing strength in the 21st century and they will say that it all began right here, on the West Coast, with the best Winter Olympic Games the world has ever seen.” MaRketInG to eMotIons John Furlong tapped into the powerful emotion that national pride stirs up. He did it so flawlessly that he was named Canada’s Marketer of the Year by the Canadian Marketing Association (CMA). “John Furlong’s remarkable ten-year journey February 2011
  8. 8. Marketing 2.0 John Furlong reJohn Furlong ‘showcased canada to the world’visit us online at
  9. 9. evisits the games page 93 building, promoting and executing the Vancouver 2010 Olympic and Paralympic Games changed our nation, galvanized Canadians from coast to coast and showcased Canada to the world. As such, it will serve as a successful marketing model for many years to come,” said CMA President and Chief Executive Officer John Gustavson. Galvanizing Canadians nationwide behind by an event located in Vancouver required scrapping the old Olympic marketing model. Instead of selling two weeks of sport exposure, Furlong sold two weeks of participation in making Canada better. “That was the secret. That is Vancouver’s story,” says Furlong. “We had every province and territory as an investing partner in Vancouver 2010. Newfoundland invested in Vancouver. They had artists, athletes and a house in Vancouver. They were involved in every aspect of the staging of the Games. Newfoundland is 1,500 km closer to London than Vancouver. The country wanted to do something together.” February 2011
  10. 10. Marketing 2.0 John Furlong re Ultimately, John Furlong raised a record $760million with 90 per cent of Games’ revenue comingfrom the private sector. At the height of the globaleconomic recession, John Furlong appealed to theCanadian identity.vanCouveR oLyMpICs one-yeaR LateRJohn Furlong will be in Vancouver for the GamesAnniversary Weekend, February 11-13. He willpromote his new book, Patriot Hearts, a behind-the-scenes look at the 2010 Winter Olympic andParalympic Winter Games and also deliver a fewkeynote speeches. “I am going to remind everybody what really tookplace—how hard it was, the lessons, what we had todo,” explains Furlong. “When we hold hands and stick together, thecountry shines. I am going to urge people torecognize this and repeat it. Our champion nationthat was on display, that confidence we showed, is avisit us online at
  11. 11. evisits the games page 95 powerful thing. It’s not just for sport. It’s for business. It’s in everything. We need to continue to strive for excellence.” brca Furlong raised $760 million to fund vancouver Olympics’ development February 2011