Qantas has been awarded the Australian Olympic Committee’s inaugural Gold Inspiration Award for excellence in Olympic marketing.

The AOC created the Inspiration Awards to recognise excellence in Olympic sponsorship leveraging.

This inaugural award is presented to Australian Olympic Team sponsors who have achieved extraordinary success through the innovative and effective use of their Olympic sponsorship across any or all aspects of their business, having regard to the particular circumstances of the different industries and the diversity of the leveraging programs.

The independent judging panel involved a wealth of experience from the corporate, advertising, media, marketing and Olympic worlds and comprised former advertising Chairman/CEO, Ian Elliott, Olympian and Commonwealth Games representative, Lisa Forrest, media and communications executive, Harold Mitchell AC and AOC Executive Committee member, Russ Withers.

The panel regarded the Australian Olympic Team program from Qantas as one of the most comprehensive campaigns ever witnessed in Olympic marketing, adding that it integrated all aspects of the Australian Olympic Team brand and delivered unsurpassed results for the airline.

Lewis Pullen, Executive Manager Marketing. "Qantas is proud to accept this award. We’ve been getting behind the Australian Olympic Team for over 60 years because we believe in the values the Olympics represent.  We are pleased to have played our part in supporting the Team, as a sponsor and as official airline and the Gold Inspiration Award is testament to our commitment to the Australian Olympic Team.”

Telstra was awarded the Silver Inspiration Award with a program that galvanised Australians to inspire the Olympic Team. The campaign leveraged not only sport but also the educational and cultural pillars of the Olympic Movement as well as national pride to deliver exceptional metrics throughout the business.
Not dissimilar to the Olympic Games, there was a dead-heat between Swisse and Coles for the Bronze Inspiration Award.

Swisse generated outstanding results across all key metrics by leveraging an integrated campaign that included opportunities such as Olympic Day and Education initiatives, while Coles enjoyed strong business results by promoting the benefits of health, fresh food recipes and encouraging sport participation in conjunction with the Australian Team.

AOC Secretary General, Craig Phillips said the inaugural Inspiration Awards demonstrated the pride and efforts of Australian Olympic Team’s sponsors.

“The Australian Olympic Team enjoys extraordinary support from our sponsor family, which includes the TOP Worldwide Olympic Partners, AOC Partners and Suppliers. These companies help make it possible for Australia’s Olympians to achieve their goals at the Olympic Games but importantly, also help perpetuate the Olympic Values to inspire the nation. We are most grateful for their support,” said Mr Phillips.

Judging Panel Chairman, Mr Withers said the submissions illustrated the uniqueness of the Australian Olympic Team as a sponsorship property.

"All our Partners had great campaigns that worked brilliantly for them and generated fantastic results for their business. But as in the Olympic Games, there has to be a winner and we congratulate our gold, silver and bronze medallists,” he said.

Having witnessed unprecedented sales increases, double-digit lifts in brand awareness, improved favourability ratings, and entire workforces energised by the Olympic Team across a wide range of industries, Mr Mitchell said “Judging this prestigious award has left me with no doubt that Olympic sponsorship really works.”

Mr Elliot commended the Team sponsors for their marketing strategies, adding:

“The creativity displayed by brands, both big and small, in leveraging their Olympic sponsorship has been remarkable. They demonstrated, from the most integrated and comprehensive to very targeted campaigns, how brands can effectively connect with consumers through the Olympic Team.”

Ms Forrest said Australia’s Olympians are fortunate to count of the financial and promotional support of some of Australia’s leading brands.

“But the big winners are the partners who can engage with communities through an unmatched set of brand values,” said Ms Forrest.

The announcement was attended by 2012 Australian Olympic Team members James Chapman, Kimberley Crow, Nina Curtis, Jessica Fox, James Magnussen, Sally Pearson, Murray Stewart and David Smith.

About the judging panel:
Ian Elliot - Best-selling Author, Company Director, Commissioner ARLC, Retired Chairman and CEO of Australia’s biggest advertising agency group, George Patterson, and Communications Strategist for the Sydney 2000 Olympic Games.

Lisa Forrest - Olympian and Commonwealth Games Swimming Champion, Author, Media Host and Actor.

Harold Mitchell, AC – Founder Mitchell & Partners, Executive Chairman of Aegis Media Pacific, Australia’s largest media and communications group, Chairman and Company Director of a large number of community organisations.

Russel Withers - Member of the AOC Executive, Chairman AOC Audit Committee, Member AOC Finance Committee, Director Australian Olympic Foundation (AOF) Ltd, Chairman AOF Audit Committee, Member AOF Investment Advisory Committee, Chairman 7-Eleven Stores (and Chair of the Judging Panel).

AOC