Essentially, they are unrolling an ambitious and controlled marketing campaign tying Canadian Olympic sport to a higher moral standard, in addition to a competitive one. When the Canadian Olympic Committee unveiled its new branding campaign on Tuesday, there were several such moments. When a marketing man said these were the Canadian Olympic stories that would not be found in newspapers. There is inspiration that passes through the Canadian Olympic family tree. Finding the maple syrup of Olympic sport every single time can get tedious: What makes us uniquely Canadian?

Source: thestar January 24, 2018 03:22 UTC