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Amazing Awaits is the new positioning statement for the U.S. Olympic Committee

USOC staff


COLORADO SPRINGS, Colo. - The United States Olympic Committee (USOC) released its new positioning statement, "amazing awaits," today in an effort to help communicate the unique values of the Olympic Brand ahead of the 2008 Olympic and Paralympic Games.

"'Amazing awaits' is intended to tell the story of how Olympic and Paralympic hopefuls get to the Olympic and Paralympic Games and how that journey is the embodiment of the American spirit," said Jim Scherr, USOC Chief Executive Officer. "The USOC is excited about the launch of this new campaign and we feel "amazing awaits" captures the essence of the Olympic and Paralympic dream."

More than just a tagline, "amazing awaits" is an organizing idea culminating from both qualitative and quantitative research that aligns with consumers' values and provides a unique platform for the USOC and its constituents to reinforce the values inherent in the Olympic movement.

"The USOC's 'amazing awaits' positioning is refreshingly optimistic" said Dina Gerson, Sr. Marketing Manager, Sports Marketing, Coca-Cola North America. "It inspires the courage to dream big."

"As a proud longtime partner of America's Olympic Team, we're pleased with this new creative direction taken by the USOC," said Michael Lynch, senior vice president, Visa. "'Amazing awaits' focuses on the athlete journey - rather than winning medals - which matches Visa's own vision for Olympic marketing."

"For USA Boxing, and virtually all of the Olympic sports, the essence of the Games is that they represent the most important competitive moment in the careers of so many athletes at one time," said Jim Millman, USA Boxing Chief Executive Officer. "'Amazing awaits' captures that brilliantly. We will use the theme extensively throughout our marketing communications and brand development."

The positioning that supports "amazing awaits" was born through the collaborative efforts of USOC and National Governing Body employees, Olympic and Paralympic athletes, and corporate partners. The creative team at mcgarrybowen, a New York-based advertising and creative firm, collaborated with the USOC to bring "amazing awaits" to life.

"'Amazing awaits' speaks to the possibility, not the probability, that amazing things await us all," said Gordon Bowen, Chief Creative Officer for mcgarrybowen.

To launch the "amazing awaits" campaign, the USOC will run full-page ads in national publications throughout August including USA Today, Sports Illustrated, Sports Business Journal and Brandweek.

The USOC will also launch a microsite at
www.amazingawaits.org where people can view the "amazing awaits" video, download information about "amazing awaits" and download the new "amazing awaits" music. The microsite will be live on August 8. Phase two and three of the microsite will give fans the opportunity to leave messages for Olympic and Paralympic athletes and view amazing feats from the 2008 Olympic and Paralympic Teams as the Games draw closer. They will also have the opportunity to view amazing feats from U.S. Olympic athletes from past Olympic Games.

New Olympic Music

The USOC selected British composer Paul Leonard-Morgan to bring the "amazing awaits" positioning to life musically. The instrumental composition, "Glory of Pursuit," chronicles the journey an Olympic or Paralympic hopeful takes to get to the Olympic or Paralympic Games, from childhood through the achievement of their dreams.

Leonard-Morgan, 33, won the BAFTA Best New Film Composer award (British Film Award) in 2000 and has been nominated for an Ivor Novello award, which recognizes Britain's top songwriter.

"'Glory of Pursuit' is a track that is optimistic, hopeful and anthemic," Leonard-Morgan said. "It combines a traditional American sound prevalent in the iconic classical music of Aaron Copland and the original film work of John Williams with modern instrumentation like piano and fresh drum beats to create a composition that I hope will become a contemporary anthem for America's Olympians and for the American people."

"While we had originally hoped to collaborate with an American composer, we were moved by Paul's interpretation of 'amazing awaits'," said John Pierce, USOC Director of Research & Brand Management. "Sometimes the most intriguing interpretations of the American spirit have come from those living abroad."

"Glory of Pursuit" will be made available for use by U.S. Olympic Team corporate partners for use in their Olympic-themed activation. The track will also be provided to NBC for its consideration in the promotion and coverage of the 2008 Olympic Games.

"'Amazing awaits' is a brilliant expression of all that is great within the human spirit," said Jeffrey Diskin, Sr. VP Brand Management - The Hilton Family of Hotels, Hilton Hotels Corporation. "It reminds us what we can be, and what we can achieve. Having had an opportunity to hear the music soundtrack, it makes me feel like a wide-eyed kid again - my spirits soaring - filled with hope and anticipation - and again inspired to be my best in every moment of opportunity. As we embark on our Olympic journey to Beijing, it is with exhilaration and great expectations for our U.S. Olympic Team, and the sponsor network that supports them, that 'amazing awaits.'"

The United States Olympic Committee (USOC) is recognized by the International Olympic Committee as the sole entity in the United States whose mission involves training, entering and underwriting the full expenses for the U.S. teams in the Olympic, Paralympic, Pan American and Parapan American Games. In addition to being the steward of the U.S. Olympic Movement, the USOC is the moving force for support of sports in the United States that are on the program of the Olympic, Paralympic, Pan American and Parapan American Games.
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