Bombardier

Bombardier is one of those rare Canadian companies that is actually more famous on the world stage and held in higher esteem abroad than it is at home. Bombardier’s planes and trains are clearly not consumer products, but the support of everyday Canadians is important because public opinion often affects government policies that, in turn, affect business. Bombardier wanted to communicate its values and vision here at home.

Seeing an opportunity to remedy that home turf info gap at the 2010 Olympic Winter Games in Vancouver, the idea was to get the company to play a pivotal role in one of the most symbolic aspects of the Games. Consistent with its strategy to place messaging where Canadian accomplishment and pride would be on display, Bombardier’s decision to become a sponsor was a great opportunity, but not unique.

Taxi and MAOR Media Experts developed an idea that would put Bombardier at the very heart of the Games. Instead of purchasing the typical broadcast package, Bombardier would offer to design and manufacture the Olympic torch.

The first component of the plan was, of course, the torch itself. With a sleek design, it was a symbolic example of Bombardier’s capability and expertise.

A 30-second television spot announced Bombardier as the maker of the torch, debuting during the opening ceremony of the Games, just before the arrival of the torch. The commercial continued to run throughout the Games, fanning Canadian pride and showcasing Bombardier’s contribution.

The goal was not to sell more product. Instead, it was the more intangible measure of corporate reputation that they wanted to drive. Following the Games, the annual CROP survey on the image and reputation of Canadian companies showed a major upswing in public opinion for Bombardier. The number of Canadians with a very favourable opinion grew by 28% from the previous year. Evidently, the torch ignited Canadian pride.