When the Rio 2016 Olympic Games begin on August 5th, Canadians from coast-to-coast-to-coast can count on CBC/Radio-Canada for best-in-class coverage of the events that matter to them. With 1,275 hours of coverage on television over 17 days, a seasoned broadcast team led by Olympic Games Primetime host and Gemini Award winner, Scott Russell, on CBC, and Marie-José Turcotte on Radio-Canada, the Olympic Games are sure to be one of biggest events of the summer. Further to the broadcast coverage, Canadians will have access to live streaming and results, while being able to dig deeper into the stories at the Olympic Games as they develop through CBC/Radio-Canada’s Olympic websites and mobile apps.
Canadians are savvy media consumers and expect more than just standard sports coverage, especially when it comes to the Olympic Games. In addition to extensive live coverage, they want to see highlights, hear from experts, understand the competition, track Team Canada’s results, relive Canada’s most memorable Olympic Games moments and learn about the culture of the host city. Similarly, the marketing world expects more from their broadcast partners than traditional spots and dots advertising. In an age where marketers are expected to do more with less, and constantly innovate, broadcast partners are expected to be more strategic, creative, and collaborative.
CBC & Radio-Canada took a unique go-to-market strategy for their coverage of the Rio 2016 Olympic Games that was focused first and foremost on understanding its partner brands’ key messages and the insights that lie at the foundation of their consumers. The approach has catalyzed the creation of innovative content streams that will resonate in the hearts and minds of Canadians, while delivering on brand business objectives.
Canadians will see some of the nation’s strongest brands activate, leading into and throughout, CBC/Radio-Canada’s coverage of the Olympic Games, which include BMW, Canadian Tire, Mondelez, Petro-Canada, Royal Bank of Canada, Samsung Canada, Visa and more. Canadians will witness the Olympic Games differently than ever before with content that will touch on themes including; Canadian athlete stories, social real-time engagement, technological innovation, the importance of mentorship, culture, athlete identification and more.
With 78 days to go until the Opening Ceremony, there are still exciting opportunities available within CBC/Radio-Canada’s coverage that can provide a unique opportunity for brands to connect with Canadians across the nation. For more information on how to get involved, click here.
