VANOC launches Real 2010 consumer-protection campaign



    Consumers encouraged to buy carefully to ensure authentic purchases;
    marketing community encouraged to respect Vancouver 2010 Official
    Sponsors' rights

    VANCOUVER, June 12 /CNW/ - The Vancouver Organizing Committee for the
2010 Olympic and Paralympic Winter Games (VANOC) is taking aim at pretenders
by launching a national advertising campaign next week to raise consumer
awareness about the importance of buying authentic Games merchandise and
tickets. This month, VANOC is also launching a targeted marketing industry
awareness campaign on the associated marketing rights of 2010 Winter Games
Official Sponsors - companies that are making the 2010 Winter Games possible
through their support.
    The Real 2010 advertising campaign - starting June 17 in The Globe and
Mail and select Canwest newspapers - focuses on two important consumer issues:
the integrity of official Olympic and Paralympic goods and, as the launch of
VANOC's ticketing program approaches, authorized 2010 Winter Games ticket
sales. The launch of the campaign also coincides with the 29th Kestenberg
Siegal Lipkus LLP Annual Anti-Counterfeit Training Conference taking place in
Vancouver, BC from June 17 to 19. VANOC will participate in the conference and
introduce its online trademark enforcement manual, a new tool that helps law
enforcement agencies, such as customs officers and police, identify
counterfeit 2010 Winter Games goods.

    Real 2010 Merchandise
    ---------------------

    The trade in counterfeit merchandise is not only illegal, but also puts
consumers at risk. Consumers should be assured that official Vancouver 2010
merchandise is produced according to strict safety and quality assurance
standards and to a high level of ethical sourcing and social responsibility.
    "By purchasing official Vancouver 2010 merchandise, consumers can feel
confident that the product is safe, ethically sourced and supports both the
staging of the 2010 Winter Games as well as Canadian athletes," said Caley
Denton, VANOC vice president, ticketing and consumer marketing. "The Real 2010
campaign will help consumers make informed decisions about the 2010 Winter
Games products and merchandise they purchase."
    VANOC encourages consumers to always check for the unique hologram
affixed to each item, which is designed to assist in identifying the product's
authenticity. These holograms feature 2010 Winter Games emblems and several
layers of security designed to prevent unauthorized copying, protect consumers
and assist customs officers. VANOC has also established an internal
anti-counterfeit team that is working closely with law enforcement authorities
and the Canada Border Services Agency to address this issue.

    Real 2010 Tickets
    -----------------

    VANOC is also taking significant measures to address the issue of
secondary ticket sales. With the support of the International Olympic
Committee, these measures include deploying "secret shoppers" to purchase
tickets from unauthorized dealers, tracing the origin of these tickets and
disabling all tickets from unauthorized sources. VANOC is also considering
establishing an authorized, centralized ticket resale and distribution
resource where members of the public can safely exchange and purchase tickets.
    "Consumers should buy directly from vancouver2010.com or Jet Set
Sports/CoSport, our official hospitality services provider to ensure the
authenticity of their ticket purchases," continued Denton. "Our message to
consumers is simple: for your own protection you should question the
authenticity of tickets bought from any other source but our website or our
authorized ticket agents. They may not be valid and may not be accepted for
entry to 2010 Winter Games venues."

    Real 2010 Sponsors
    ------------------

    VANOC has developed an overall strategy to recognize Official Sponsors
and Partners who are making the 2010 Winter Games possible through their
support, and to educate the Canadian business community about how it protects
their rights. The first educational component is a booklet targeted at
Canadian marketing agencies and marketers. The booklet outlines VANOC's
reasons for, and approach to, protecting the Olympic and Paralympic Brands in
Canada, and provides examples of what could be considered both authorized and
unauthorized use of the Olympic and Paralympic Brands. The booklet will be
distributed at industry conferences and events, and sent directly to a range
of marketing agencies and advertisers starting this summer.

    About VANOC

    VANOC is responsible for the planning, organizing, financing and staging
of the XXI Olympic Winter Games and the X Paralympic Winter Games in 2010. The
2010 Olympic Winter Games will be staged in Vancouver and Whistler from
February 12 to 28, 2010. Vancouver and Whistler will host the 2010 Paralympic
Winter Games from March 12 to 21, 2010. Visit www.vancouver2010.com.





For further information:

For further information: Media Contacts: Chris Brumwell, VANOC Media
Relations, Tel: (778) 328-6269, chris_brumwell@vancouver2010.com

Organization Profile

VANCOUVER ORGANIZING COMMITTEE FOR THE 2010 OLYMPIC AND PARALYMPIC WINTER GAMES

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