Sochi 2014 Candidate City

The challenge

To bring the 2014 Olympic and Paralympic Winter Games to the Russian City of Sochi; this would be the first time ever that the winter Games would have been staged in Russia despite her long-standing and proud tradition in winter sports.

Our strategy

JTA’s strategy was to highlight how the Games would help the Olympic Movement access New Russia. Working closely with leading designers and producers, we ensured Sochi’s unique location featured heavily in all promotions. JTA helped mastermind the development of the Sochi brand and communications strategy amongst Olympic stakeholders, including the highly acclaimed ‘Gateway to the Future’ positioning and slogan. JTA also directed the final Sochi 2014 Candidate City presentation to the IOC.

The outcome

In July 2007, following an inspirational address by President Putin in both English and French at the IOC Session in Guatemala City, the City of Sochi was awarded the 2014 Olympic and Paralympic Winter Games.

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