Challenge
In 2007, Contemporary approached our client Industrial Alliance Pacific (IAP) and Industrial Alliance, a major national insurance company about creating a client engagement program for the 2010 Winter Olympics in Vancouver. The thrust was to build relationships with clients and key influencers, while also enhancing the overall company brand.
This was a challenging project as it involved managing multiple stakeholders from across Canada and complex logistics (travel itineraries, accommodations, event tickets, VIP passes, etc.). Adding to the challenges was the fact that our planning was done prior to VANOC and other official agencies established their final policies and plans. Contemporary had to work quickly to draft a comprehensive but flexible plan that included securing prime Olympic tickets and high demand blocks of Vancouver hotel rooms.
Solution
Contemporary was successful in developing and implementing a strategy that would give IAP’s clients an Olympic experience second to none, and at a reasonable budget.
Our first task was to ensure we could accommodate all of the future guests in the heart of the action – downtown Vancouver. Once the hotel was booked Contemporary started what would become a two-year process developing an 18-day executive program for the client’s top producers from across Canada.
Acquiring tickets for everyone proved to be the toughest but most important task. Our strategy involved developing a low-level sponsorship with VANOC and a lot of negotiating! Contemporary secured high-end tickets to coveted events such as hockey games featuring Team Canada, as well as VIP events.
Our goal was to provide a balance of programming so guests would have structured events as well as opportunities to enjoy the community and festive atmosphere. We mapped out a schedule for each group to maximize hotel accommodations and tickets. We also created and individualized invitations for each guest, managed RSVPs, co-ordinated flights, and attended to the needs of each guest.
Results
The program was a huge success. When guests arrived they received a “welcome package” of carefully selected Olympic memorabilia along with their exclusive tickets. Contemporary representatives were available throughout the Winter Olympics to troubleshoot any issues and co-ordinate VIP tours and passes.
IAP’s guests were a part of a memorable “once-in-a-lifetime” experience. The company received several great comments from everyone who attended, and used the opportunity to build relationships with its clients.
