COLORADO SPRINGS, CO: The US Olympic Committee has launched a campaign with Cohn & Wolfe to support American Olympic and Paralympic athletes competing in the Summer Games in London.
The “Raise Our Flag” campaign, which launched today as part of the 100-day countdown to the 2012 Summer Olympic Games, gives consumers the opportunity to “buy a stitch” in the flag that Team USA will carry during the Opening Ceremonies.
More than 600 American athletes will compete in the Summer Games. The funding for Team USA comes entirely from public donations.
C&W coordinated media announcements for the “100 Days” countdown event in Times Square on Wednesday morning as well as the launch of the campaign, said Steve Bonsignore, US sports marketing practice leader at the agency, via email. The firm is supporting the multifaceted campaign by conducting media outreach engaging national press and bloggers, as well as by using social media and celebrities, he added.
A US Olympic Committee representative could not be immediately reached for comment.
C&W will work to bring together former and active Olympic athletes, flag bearers, and fans through grassroots programs and strategic partnerships. It will reveal events and other elements of the initiative throughout the 100-day period before the Summer Games, and the US Olympic Committee will host a sendoff celebration for Team USA in July.
Fans can purchase a stitch on the TeamUSA.org website. Consumers can also track the progress of the flag and the number of stitches bought on the Team USA Facebook and Twitter accounts.