In 2006, Canadian Pacific (CP) signed as Official Supporter of the Vancouver 2010 Olympic Winter Games. LANG was hired to develop CP’s Olympic activation strategy to maximize its significant investment and importantly, to help CP leverage the Olympics as a platform to engage communities across Canada traversed by its rail tracks.
LANG developed strategy and concept around the 2008 CP Spirit Train with the objective of bringing the Olympic message to Canadians across the country. Additionally, LANG engaged other Olympic Sponsors to take part in the 2008 CP Spirit Train program.
The 2008 CP Olympic Spirit Train successfully took the Olympic message to thousands of Canadians in 12 communities across the country, engaging CP employees, key community stakeholders, the Olympic community and the general public. Additionally, LANG engaged 10 Olympic sponsors and sports organizations to participate in the program from a goal of 3 to 4 partners. Finally, LANG secured the participation of 53 Olympic and Paralympic athletes.
“Very smart team at LANG Marketing working with Canadian Pacific over the years— they provided great insight, strategy and brought experience to our community investments and sponsorship programs. The team was knowledgeable and was able to respond quickly to our changing needs and dynamic market shifts – qualities which have made them our trusted partner in the marketplace.”
Mark Seland, Canadian Pacific