VANOC leaders and Canadian Olympians helped launch the new mottoes for 2010 Games. (ATR/B.Mackin)(ATR) Vancouver 2010 takes a line from the Canadian national anthem as the motto for the coming Winter Olympic Games.
Actually, two mottoes have been chosen “With Glowing Hearts”, an English version and “Des Plus Brillants Exploits” (of the brightest achievements), a line from the French version of “O Canada”.
VANOC announced the mottoes Thursday at a press conference in Vancouver.
Olympic wordsmith and consultant George Hirthler, creator of the Beijing 2008 “One World, One Dream” slogan, says it is a “stroke of genius” for Vancouver 2010 to adopt anthem lyrics.
“It's a very welcoming theme, a highly creative choice and it clearly reflects the universal Olympic values of friendship, excellence and respect found at the heart of the Games,” said Hirthler.
The words replace “Celebrate the Possible,” which was used unofficially since 2006. There are no plans to translate the official slogans into other languages, despite multicultural Canada hosting the global event.
The slogan was chosen in fall 2007 and tested with Vancouver, Toronto and Quebec City focus groups. The federal government is employing a similar creative strategy with The True North Strong and Free, also from O Canada, as its motto.
O Canada was originally composed in French in 1880 and proclaimed the official anthem in 1980.
“We weren’t just looking for words, we were looking for words to represent a certain spirit,” said VANOC CEO John Furlong. “What ultimately happened was the words were right there, they best represented what we wanted to communicate and say. There’s no more revered words than these sets of words in our country.”
VANOC applied to trademark the slogans earlier this month, but pledged not to block their non-Olympic use.
“We want people to continue using it, we just have to be careful that if it’s used in an Olympic context that it’s not used inappropriately,” said executive vice-president of revenue, marketing and communications Dave Cobb.
VANOC also launched 60-second English and French public service advertisements for broadcast, Internet and cinema. The spots, created by Hyphen Communications of Vancouver, feature notable Canadian sport and cultural figures, including 2002 figure skating gold medalists Jamie Sale and David Pelletier, singer Sarah McLachlan and two-time NBA MVP Steve Nash.
VANOC will announce on Saturday the price of ticket service charges and whether ticketholders will pay for venue transportation. The first phase of domestic ticketing runs Oct. 3-Nov. 7.
With reporting from
Bob Mackin in Vancouver.
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