The sponsorship’s main objectives were to support card relevancy, promote the impending launch of Hallmark Flowers and reinforce the values of the Hallmark brand (celebration, support).

A secondary goal was to inspire Hallmark’s core target (women) to express their support of a friend or loved one tangibly with a Hallmark product or service.

Photos of the athletes with their bouquets appeared in international newspapers and television broadcasts. Souvenir versions of the bouquets were made available at the Olympic Village, as well as online. National TelevisionThe television portion of the campaign included two spots, a Hallmark brand ad called “Two Cards,” which began airing months before the Olympics via outlets such as proprietary skating events (i.e., Hallmark Skaters’ Championship and Hallmark’s Salute to Gold), the Hallmark Channel, the “Hallmark Hall of Fame” and the Olympics themselves. Also included in the plan was a Valentine’s Day Olympic-themed promotional spot.On-Site Each of the on-site components tied directly back into the sponsorship’s overall objectives — supporting card relevancy, promoting Hallmark Flowers, and reinforcing the values of the Hallmark brand. Some of the highlights include:FlowersHallmark became the first national brand to provide flowers to the Olympics. In addition, the 2002 Winter Olympic Games was the first time athletes received two bouquets—one at the venue, presented as athletes win their events, and one at Olympic Medals Plaza, presented at the medals ceremonies. For Olympic fans who wanted to share the excitement of the Games with friends or family, Hallmark also produced replica bouquets for purchase at the Games.Olympic Medals PlazaHallmark’s presence in and around Olympic Medals Plaza was unprecedented in scope and included the following:Hallmark was the presenting sponsor of the Celebration Concert Series, the nightly concerts that took place at Olympic Medals Plaza. During the concert, Hallmark signage was featured prominently.Directly outside OMP, Hallmark featured giant-size replica snow globes featuring life-size images of Olympic figure skaters Tara Lipinski, Peggy Fleming, Michelle Kwan and Kristi Yamaguchi. In addition, visitors were able to have their picture taken inside two other snow globes as a unique photo keepsake of their trip to the Games.Dr Maya Angelou, who has her own line of Hallmark cards, made the opening speech at OMP. All consumers leaving OMP each night received free Hallmark cards from the Maya Angelou line (except Valentine’s Day, when a special Valentine’s card was handed out).

Single stem flowers were also given to consumers on a nightly basis withinCard Sending at the OlympicsOur goal with the card sending efforts at the Games was to remind consumers of the relevance of Hallmark cards by linking personal communications with the Games.A card sending station was set up in the Hallmark interactive area right outside the OMP.Consumers were invited to send a free card to friends or family anywhere in the world.The free card featured a universal celebratory design Relay Sports and Event Marketing “Sent Its Very Best” to Salt Lake City for the 2002 Olympic Winter Games on behalf of agency client Hallmark.After months of tough negotiations with the U.S. Olympic Committee (USOC), Relay (in partnership with its Hallmark client) managed to take Hallmark and its message where no other Olympic sponsor had gone before: into the very fabric of the ceremonies themselves.Working closely with both agency partners and multiple Hallmark business units, Relay developed a remarkably integrated effort that would “surround” Olympic viewers and attendees with a single, strategic message capitalizing on the synergy between Hallmark brand values and the Olympics themselves.

From arranging for Hallmark to provide all of the bouquets presented to the Olympic athletes during the medal ceremonies to negotiating for use the Olympic rings in multiple product categories without payment of royalties to securing an unprecedented presence for Hallmark in and around Olympics Medal Plaza, the Relay /Hallmark team was responsible for a number of Olympic sponsorship “firsts.” What’s more, Relay took the client’s goals and accomplished them with a diverse yet unified strategy that communicated Hallmark values – support, communication, celebration – at every point. Hallmark’s Olympic Sponsorship was campaign of firsts:First ever sponsorship for HallmarkFirst time the Olympics has ever had a “personal expressions” sponsorFirst time the Olympic Medals Plaza was part of the Olympic Games – Hallmark was the sponsor of the Plaza’s nightly concert series First time flowers have been provided for the Olympics by a national brand First time the athletes received two bouquets—one at the venue, presented as athletes win their events, and one at Olympic Medals Plaza, at the nightly medals ceremonies First time Olympic fans could purchase replicas of the bouquets given to the athletes.

Those firsts reflect not only the bold, innovative thinking behind Hallmark’s Olympic sponsorship but also the tremendous synergy that existed between Olympic values, like celebration and support, and Hallmark’s brand essence.

By using that advantage and leveraging a host of unique assets, Hallmark broke new ground, and set a new benchmark for success. Early research shows consumer awareness of Hallmark’s sponsorship ranking at levels traditionally reserved for global sponsors, such as McDonald’s and Coca-Cola. In addition, Relay and Hallmark are already in discussions on new, integrated sponsorship opportunities that will bring the brand and its key consumers closer together.

Relay Sports and Event Marketing “Sent Its Very Best” to Salt Lake City for the 2002 Olympic Winter Games on behalf of agency client Hallmark.After months of tough negotiations with the U.S. Olympic Committee (USOC), Relay (in partnership with its Hallmark client) managed to take Hallmark and its message where no other Olympic sponsor had gone before: into the very fabric of the ceremonies themselves.Working closely with both agency partners and multiple Hallmark business units, Relay developed a remarkably integrated effort that would “surround” Olympic viewers and attendees with a single, strategic message capitalizing on the synergy between Hallmark brand values and the Olympics themselves.

From arranging for Hallmark to provide all of the bouquets presented to the Olympic athletes during the medal ceremonies to negotiating for use the Olympic rings in multiple product categories without payment of royalties to securing an unprecedented presence for Hallmark in and around Olympics Medal Plaza, the Relay /Hallmark team was responsible for a number of Olympic sponsorship “firsts.” What’s more, Relay took the client’s goals and accomplished them with a diverse yet unified strategy that communicated Hallmark values – support, communication, celebration – at every point.