Coca-Cola Canada uses Olympic Torch Relay to inspire a nation

In October, the Olympic Flame will begin to weave its way across Canada in anticipation of the 2010 Vancouver Olympic Winter Games. Over 106 days 12,000 Canadians will carry the Olympic Torch more than 45,000 km (27,000 miles). Starting its journey in Victoria, BC, the Olympic Torch will travel north through all three Territories and up to the very northern tip of the country. The Olympic Torch Relay will include a stop in Alert, Nunavut, the northernmost permanently inhabited community in the world, only 900 km (540 miles) from the North Pole!

From Alert, the Olympic Flame will head eastwards towards Newfoundland before winding its way across the south of the country and back to the west coast for the opening ceremonies in Vancouver on Feb. 12, 2010. In the end, the Olympic Torch will have traveled within a one hour drive of 90 percent of the Canadian population. A truly unifying event, designed to bring all Canadians together.

Coca-Cola is one of only two companies who can grant the magical experience of carrying the Olympic Flame to Canadians in every province and territory. Beginning January 2009 and throughout the first few months of the year, Coca-Cola will execute a fully integrated marketing campaign – inviting Canadian consumers to demonstrate how they “Live Olympic” for a once in a lifetime chance to carry the Olympic Flame for Coca-Cola. The campaign is targeted at all Canadians, with a primary focus on inspiring youth aged 13-24.