USOC Unveils ‘Amazing’ Push

NEW YORK The United States Olympic Committee has unveiled an ad campaign that coincides with the one-year countdown to the 2008 Summer Olympics in Beijing.

The effort, “Amazing awaits,” is the first for the USOC from mcgarrybowen, New York, which won the account in March. The campaign will include TV; print breaking this month in publications such as USA Today, Sports Illustrated, SportsBusinessJournal and Brandweek; and a Web site, www.amazingawaits.org, that goes live Aug. 8. Additional components will launch as the Summer Games approach. Spend was not given.

When mcgarrybowen added the account, billings were estimated at $15-20 million.

The campaign will “help communicate the unique values of the Olympic brand ahead of the 2008 Olympic and Paralympic Games,” Jim Scherr, CEO at USOC, Colorado Springs, Colo., said in a statement. “We feel ‘Amazing awaits’ captures the essence of the Olympic and Paralympic dream.” The premise of the effort is to focus on the journeys being taken by athletes to reach the Olympics versus the actual winning of medals.

The Web site will enable visitors to view the “Amazing awaits” spot and download items such as USOC information and “Amazing awaits” music.