Latest Business NEws and Tips for Canada

1. www.businessreviewcanada.ca | Feb 2011
IgnItIng the CanadIan
spirit
HOT IPOS
POlITIcal leaderS John
Furlong
TOP 10
SMarTPHONeS
Canada’s Marketer of the Year >

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. ConneLL
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3. Marketing 2.0
cs
Ly
February 2011

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 to
John Furlong, cEO, vancouver Olympics win the Games,”
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5. evisits the games page 89
the President, CEO and vision behind the most
er Olympic Games ever staged, didn’t believe in his heart
ing committee saw him as a serious candidate for the
t many believed his vision was realistic.
r the Vancouver Olympics, Canadians are still talking
orgettable 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 how
ancouver is and how great Canada is wouldn’t win the
he opined.
ganizing committee at the interview, ‘if we don’t make
mes about people and use this opportunity to take the
o the front door of every home in Canada, we will not
” expressed Furlong.
February 2011

6. Marketing 2.0 John Furlong re
“There were many people who wanted the Games
to be about Vancouver. The decision to make the
Games 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 the
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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. Marketing 2.0 John Furlong re
John Furlong ‘showcased canada to the world’
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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. Marketing 2.0 John Furlong re
Ultimately, John Furlong raised a record $760
million with 90 per cent of Games’ revenue coming
from the private sector. At the height of the global
economic recession, John Furlong appealed to the
Canadian identity.
vanCouveR oLyMpICs one-yeaR LateR
John Furlong will be in Vancouver for the Games
Anniversary Weekend, February 11-13. He will
promote his new book, Patriot Hearts, a behind-
the-scenes look at the 2010 Winter Olympic and
Paralympic Winter Games and also deliver a few
keynote speeches.
“I am going to remind everybody what really took
place—how hard it was, the lessons, what we had to
do,” explains Furlong.
“When we hold hands and stick together, the
country shines. I am going to urge people to
recognize this and repeat it. Our champion nation
that was on display, that confidence we showed, is a
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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