Visa Athlete Summit
GOALS
Enhance awareness of the Visa Olympic athlete program and build media relationships with the 2006 Torino and 2008 Beijing Olympic athletes six months prior to the Games to feed stronger PR outreach in the future.
OUR CAMPAIGN
FH created a newsworthy platform by staging a media summit prior to each Olympiad to precondition the market, offering the athletes valuable media training, mentoring, and networking opportunities to support their Olympic journey.
FH coordinated the press conference, round table interviews, and handled all media outreach for both summits and the 2008 community initiative “Partnership for Play Everyday,” promoting Visa grants to YMCA and sports programs in four cities.
GMR secured the athletes and managed the overall program plus the Visa 101educational session.
IMPACT
Media:
Torino 2006 Summit: more than 50 media at the summit press conference plus an appearance on NBC’s “Today Show” by 15 Visa Gold Medal Athletes resulting in more than 20 million consumer impressions.
Beijing 2008 Summit: more than 30 media at the summit (AP, New York Times, USA Today, ESPN, NPR, Newsweek, NBC Olympics, Boston Globe, TIME, CNN Sports, EXTRA, Men's Health, Sports Business Journal, Sports Illustrated for Kids, etc.) resulting more than 8.7 million consumer impressions.
Client Sell-In:
Torino 2007: 99 member banks and more than 3,400 merchants participated in Visa's Olympic marketing programs.
Beijing 2008: 421 member banks and more than 421 merchants participated in Visa's Olympic marketing programs.