United States Olympic Committee Introduces New "Amazing Awaits" Brand Campaign
RELEASE: August 9, 2007
AUTHOR/ADMINISTRATOR: By the United States Olympic Committee
The United States Olympic Committee (USOC) released its new positioning statement, “amazing awaits,” in an effort to help communicate the unique values of the Olympic brand ahead of the 2008 Olympic and Paralympic Games.
“‘Amazing awaits’ is intended to tell the story of how Olympic and Paralympic hopefuls get to the Olympic and Paralympic Games and how that journey is the embodiment of the American spirit,” said Jim Scherr, USOC Chief Executive Officer. “The USOC is excited about the launch of this new campaign, and we feel 'amazing awaits' captures the essence of the Olympic and Paralympic dream.”
More than just a tagline, “amazing awaits” is an organizing idea culminating from both qualitative and quantitative research that aligns with consumers’ values and provides a unique platform for the USOC and its constituents to reinforce the values inherent in the Olympic movement.
“The USOC's ‘amazing awaits’ positioning is refreshingly optimistic,” said Dina Gerson, Senior Marketing Manager, Sports Marketing, Coca-Cola North America. "It inspires the courage to dream big."
“As a proud longtime partner of America's Olympic Team, we're pleased with this new creative direction taken by the USOC,” said Michael Lynch, Senior Vice President, Visa. “‘Amazing awaits’ focuses on the athlete journey—rather than winning medals—which matches Visa's own vision for Olympic marketing."
“For USA Boxing, and virtually all of the Olympic sports, the essence of the Games is that they represent the most important competitive moment in the careers of so many athletes at one time,” said Jim Millman, USA Boxing Chief Executive Officer. “‘Amazing awaits’ captures that brilliantly. We will use the theme extensively throughout our marketing communications and brand development.”
The positioning that supports “amazing awaits” was born through the collaborative efforts of USOC and National Governing Body employees, Olympic and Paralympic athletes, and corporate partners. The creative team at mcgarrybowen, a New York-based advertising and creative firm, collaborated with the USOC to bring “amazing awaits” to life.
“‘Amazing awaits’ speaks to the possibility, not the probability, that amazing things await us all,” said Gordon Bowen, Chief Creative Officer for mcgarrybowen.
To launch the “amazing awaits” campaign, the USOC will run full-page ads in national publications throughout August, including USA Today, Sports Illustrated, Sports Business Journal
The USOC will also launch a microsite at www.amazingawaits.org
where people can view the “amazing awaits” video, download information about “amazing awaits” and download the new “amazing awaits” music. Phase Two and Three of the microsite will give fans the opportunity to leave messages for Olympic and Paralympic athletes and view amazing feats from the 2008 Olympic and Paralympic Teams as the Games draw closer. They will also have the opportunity to view amazing feats from U.S. Olympic athletes from past Olympic Games.New Olympic Music
The USOC selected British composer Paul Leonard-Morgan to bring the “amazing awaits” positioning to life musically. The instrumental composition, “Glory of Pursuit,” chronicles the journey an Olympic or Paralympic hopeful takes to get to the Olympic or Paralympic Games, from childhood through the achievement of their dreams.
Leonard-Morgan, 33, won the BAFTA Best New Film Composer award (British Film Award) in 2000 and has been nominated for an Ivor Novello award, which recognizes Britain’s top songwriter.
“‘Glory of Pursuit’ is a track that is optimistic, hopeful and anthemic,” Leonard-Morgan said. “It combines a traditional American sound prevalent in the iconic classical music of Aaron Copland and the original film work of John William