April 25, 2007
In this issue:

Olympic Branding 101
Online Revealed Canada
Take Your Hiring Tactics to the Recruiting Field
Trade Report
Regional Tourism Leaders Forum - June 20 & 21
Don't forget ... VCM has moved!

Olympic Branding 101

Interested in knowing what the Olympic Brand is? Why the Olympic Brand is so valuable? Who is permitted to use it? For more understanding, clarification, and answers to frequently asked questions read on.

What is the Olympic Brand?
All of the names, phrases, marks, logos and designs relating to the Olympic Movement and the 2010 Winter Games are collectively referred to as the “Olympic Brand”. They include official marks or trademarks owned or licensed by the Vancouver Olympic Committee (VANOC). Use of the Olympic Brand in Canada is carefully controlled and must be authorized by VANOC or in some cases by the International Olympic Committee (IOC) or the Canadian Olympic Committee (COC). The following are some of the items that comprise the Olympic Brand:

2010
2010 Games
Canada 2010
Countdown to 2010
Ilanaaq
2010 Olympic Emblem
Olympic
Olympic Games
Olympiad
Olympian
Olympics
Podium Gold
Spirit of 2010
Sea to Sky Games
Team Canada 2010
The Olympic Flame
Citius Altius Fortius
The Olympic Rings
The Olympic Torth
Vancouver 2010 Bid Logo
Vancouver ‘10
Vancouver 2010
Vancouver2010.com
Vancouver Whistler 2010
Whistler 2010
Winter Games

Why is the Olympic Brand so valuable?
Canadian and international organizations have made significant financial investments to become official sponsors and licensees of the 2010 Winter Games and acquire the exclusive right to use the Olympic Brand in their promotional campaigns. VANOC and the IOC are responsible for negotiating those exclusive agreements, and will use the proceeds to stage the 2010 Winter Games.

Unauthorized use of the Olympic Brand threatens to undermine VANOC’s sponsorship and licensing programs and VANOC’s ability to raise the funds necessary to host and stage the 2010 Winter Games, because Olympic sponsors and licensees will not make significant financial investments to use the Olympic Brand if their competitors and others can do so for free. This is important for all Canadians, because revenue from sponsors and licensees is critical to the successful staging of the 2010 Winter Games, increased funding for Canadian athletes and sport and cultural legacies for all Canadians. After the 2010 Winter Games are over, any surplus generated by VANOC will go toward amateur sports development in Canada, but any deficit will be the responsibility of the Province of British Columbia.

In addition, VANOC has contractual obligations to the IOC to protect the Olympic Brand against unauthorized use and to prevent ambush marketing in Canada.

Who is allowed to use the Olympic Brand?
Only official Olympic sponsors, licensees and government partners are allowed to use the Olympic Brand in Canada in accordance with the terms and conditions of their agreement with VANOC or the IOC.

What use of the Olympic Brand is prohibited?
Any unauthorized use of any of the items that comprise the Olympic Brand (alone or in combination with other elements), or any other marks that are confusingly similar to, or likely to be mistaken for, the Olympic Brand is strictly prohibited. For example, without VANOC’s written consent, it is unlawful to use the Olympic Rings, the Olympic Torch, the 2010 Olympic Emblem, or the mark “Vancouver 2010” on websites, signage, written materials, or merchandise, or to use the Olympic Brand as part of a company name, business name or trademark.

What if somebody uses the Olympic Brand without consent?
VANOC is obligated to protect the Olympic Brand. Unauthorized use of the Olympic Brand is against the law. VANOC expects that all Canadians will refrain from unauthorized use of the Olympic Brand. If necessary, however, VANOC will take legal action in order to protect the Olympic Brand. This could include court orders for the seizure of unauthorized merchandise and the payment of damages.

What is ambush marketing?
Ambush marketing is marketing that capitalizes on the goodwill of the Olympic Movement by creating a false, unauthorized association with the Olympic Movement, Olympic Games or Olympic athletes without making the financial investment required to secure official sponsorship rights. Ambush marketing is unfair and unethical because ambush marketers seek to benefit from an association with the Olympic Movement without providing any financial support for the Canadian Olympic Movement, 2010 Winter Games or Canadian Olympic athletes.

What are some examples of ambush marketing?
Examples of ambush marketing include:

• Unauthorized use of the Olympic Brand or similar marks or names in connection with a business, organization, event or commercial website
• Olympic-related contests, including offering trips to Olympic Games and Olympic Games tickets as prizes in contests or promotions
• "Good luck” or congratulatory advertisements or awards to Olympic athletes
• References to the Olympic Movement, Olympic Games or Olympic athletes in advertising or marketing
• Olympic-related giveaways, such as posters and stickers
• Olympic-related publications, including programs, guides, magazines, maps, supplements, books, diaries and calendars
• Olympic-related hospitality services

Can Olympic Games tickets be used as prizes in contests or promotions?
Olympic Games tickets are subject to terms and conditions that expressly prohibit use of the tickets for commercial, advertising or promotional purposes, including use as prizes in competitions. If Olympic Games tickets are obtained in violation of the applicable terms and conditions, the ticket holder may be refused entry to the Games venue or asked to leave the venue.

Can Canadian businesses use the word “Olympic” in their business name?
VANOC is sensitive to the fact that some businesses in Canada use the word "Olympic" (or similar terms) in their names and marks and have done so long before January 1998 – when Vancouver's bid for the 2010 Winter Games was first publicly discussed. In dealing with businesses that are currently using the word "Olympic" (or similar terms) in their names and marks, VANOC is applying the following general guidelines:

• Businesses that began using the word "Olympic" (or similar terms) in their names or marks before January 1998 likely did not do so to take unfair advantage of Vancouver's bid to host the 2010 Winter Games. VANOC is less likely to ask those businesses to change their names, as long as they do not suggest a connection with the Olympic Movement or the 2010 Winter Games. Nevertheless, VANOC will require that those businesses not use symbols that clearly suggest a connection to the Olympic Movement or the 2010 Winter Games – such as the Olympic Rings, the Olympic Torch, the Olympic Motto, or emblems relating to the 2010 Winter Games – or start using their names or marks for new kinds of businesses, in new locations or in new ways.
• Businesses that began using the word "Olympic" (or similar terms) in their names or marks after January 1998 without the permission of VANOC, the COC or the IOC will be required to change their names and marks and stop using all symbols that suggest a connection to the Olympic Movement.
  These guidelines are not hard and fast rules, and will not be applied arbitrarily. VANOC will assess each business individually, and will carefully consider all of the circumstances.

Source: VANOC - For more information, go to www.vancouver2010.com or email: info@vancouver2010.com.

Online Revealed Canada
The 2nd Annual Canadian Online Travel Conference – May 28 – 29, 2007

Online Tourism Marketing and what it means to the Canadian Tourism industry will be addressed at the second annual Canadian Online Tourism Marketing Event, which will take place this year in Toronto - May 28 & 29.

So what will be “Revealed” this year?
Real People, Real Solutions, Real Canadian! With prestigious Speakers from such notable companies as Phocuswright and Expedia, Online Revealed Canada will also present four tracks of practical application workshops to provide participants with hands on steps to improve the success of their online marketing efforts. These sessions, along with the conference workshops, will allow attendees to network with online travel distribution professionals, share best practices, and be at the cusp of emerging trends in Canadian online travel.

Take Advantage of Early Bird Pricing - Save $100 off registration for a limited time.

Here are just some of the topics:

• Canadian Online Travel Study presented by Keynote Speaker, John Bray, Senior Strategist Phocuswright, sponsored by the Canadian Tourism Commission
• Tackling Selling Complex products online will be addressed by Expedia, Realstar, & Intrawest
• Google Hands on Workshop
• HSMAI Canada will produce 4 unique Online Travel Workshops for Revenue Managers, Directors of Sales, Tourism Professionals, and Destination Marketers
• Measuring the Impact of Behavioral Targeting for Travel Marketers - presented by Echotarget
• Traillance will provide an update on .travel

Join other prestigious companies, such as Marriott Canada, Travelocity, Tourism Manitoba, Banff Lake Louise Tourism, and many more to hear the latest information in an easily understandable manner first hand.

WHEN
Monday, May 28, 2007 9:30 AM -
Tuesday, May 29, 2007 10:00 PM
Eastern Time Zone

WHERE
Sheraton Centre Toronto Hotel
123 Queen Street West
ON M5H 2M9

For more information or to register for Online Revealed, click here. For the agenda, click here.

Take Your Hiring Tactics to the Recruiting Field

go2, the resource for people in Tourism, is accepting applications for its Speaker’s Bureau. Presenters are currently needed throughout the Vancouver / Lower Mainland to deliver the Tourism Career Awareness Program (TCAP).

TCAP is a dynamic, interactive presentation that:

• Reaches students who are at their peak of career exploration, legally able to work, and hungry for exposure to industries and employment options.
• Can trigger a passion for the industry, jumpstart new workers into employment, and lay the foundation for a lasting career.

Qualities Looked For:

• Employees - from the front line to management - who have a desire to share their knowledge, passion, and enthusiasm for the tourism industry.
• A sincere interest in volunteering time to be an industry ambassador in the community.
• Prior public speaking is an advantage.

go2 provides all materials including a PowerPoint presentation and brochures plus Domino’s Pizza gift certificates for an interactive questions & answers game.

To sign up or download a registration form visit www.go2hr.ca (search: Speakers Bureau)
or contact Charlene Prystupa at 604-633-9787 ext. 224.

Trade Report

The latest trade show summary:

2 Nation Vacation Travel Show - Arizona & California
Feb 26 – March 2, 2007

Vancouver, Coast & Mountains attended the first annual California & Arizona 2 Nation Vacation Travel Show hosted and arranged by Clipper Vacations. 5 Cities, 5 Shows, 5 Nights. Needless to say, it was a whirlwind tour with stops in Phoenix, Tucson, Pasadena, New Port Beach and San Francisco. 40 delegates from Vancouver, Victoria, Washington and Oregon made the trip to promote travel to the Pacific Northwest and Southern BC to travel agents and group travel planners. While overall knowledge of Vancouver and our region was quite low, the enthusiasm and interest to learn more about all our Destination Areas was incredibly high. Vancouver, Coast & Mountains representatives will be following up with each contact, providing the information requested during the appointments and assisting with any future itinerary planning.

2 Nation Vacation Travel Show – Seattle
March 15, 2007

The 20th annual edition of Clipper Vacations’ Travel Show was held March 15th at the Bell Harbour Conference Centre in Seattle. This year’s show attracted close to 300 attendees from over 100 travel agencies, AAA offices and Destination Management Companies. The overall feeling was one of optimism and positive feedback about all our Destination Areas, with interest in all areas for this summer and beyond. Vancouver, Coast & Mountains representatives will be following up with each contact, providing the information requested during the appointments and assisting with any future itinerary planning.

Addison Travel Shows – Prairies
March 21 - Winnipeg
March 22 - Regina
March 23 – Saskatoon

Aimed at the professional travel agent, Addison Travel Trade Shows are an effective way to meet face to face with hundreds of travel agents and promote what's new and what's hot in our region. In all, close to 300 travel agents attended the show in Winnipeg, while over 100 attended the shows in Regina and Saskatoon. The Vancouver, Coast & Mountains booth received visitation from over a third of all attendees. The majority of inquiries we received at out booth concerned pre and post cruise opportunities. The main sales pieces used were the Great Getaways Travel Agents Guide and the VCM Travel Guide.

Upcoming Shows:

NTA Spring Meet - Kelowna, BC April 26 - 29, 2007
Rendezvous Canada - Quebec City April 29 – May 3, 2007
BC Downunder Australia Sales Mission June 26 - 29, 2007

For more information about Vancouver, Coast & Mountains' Trade Program including co-op advertising opportunities please contact Jason Knibbs - Sales Manager, Tour & Travel, jason@vcmbc.com or 604.484.5363

Regional Tourism Leaders Forum - the countdown begins ...

There are only 56 days remaining until our annual Regional Tourism Leaders Forum (RTLF). For those of you who have yet to mark your calendars, the two-day RTLF will take place Wednesday, June 20 and Thursday, June 21 in beautiful Pemberton!

If majestic Mount Currie, unlimited outdoor adventures, and tasty Pemberton potatoes aren't enough to entice you to join us in Pemberton, here's a sneak peek at two of our fabulous seminars:

On Wednesday, June 20, Judith Reid will explain how to get the results you need from government in her presentation, "Know the Rules, Win the Game: Be Successful With Government." Judith is the author of the powerful step-by-step handbook, "The Effective Advocate: From Passion to Progress."

We'll begin Thursday's session with a discussion of the importance of image in marketing, led by Graham Osborne, Ted Nodwell, and Simon Ratcliffe. Each speaker will present his own unique approach to the subject and will be available to answer audience questions.

Expect to receive your invitation to the Regional Tourism Leaders Forum next week. We look forward to seeing you in Pemberton!

Don't forget ... VCM has moved!

Most of you know that Vancouver, Coast & Mountains moved offices in December 2006! We just wanted to remind you to ensure that any mail you are sending to us is being sent to the correct address. Please let all of your staff, including your accounting department, know of the change!

NEW ADDRESS:

Vancouver, Coast & Mountains
Suite 600, 210 West Broadway
Vancouver, BC V5Y 3W2