Allstate Insurance Olympic Sponsorship

Issue

Allstate sought to leverage its sponsorship of the 2002 Winter Olympics in Salt Lake City to achieve greater brand awareness and recognition as a major player in international sports.

Insight

To expand Allstate’s concept of reuniting the 1980 U.S. Olympic Hockey Team for the first time since they won the gold medal in Lake Placid, the Allstate p.r. team created a multifaceted program. A series of events utilizing the star power of Mike Eruzione and Jim Craig showcased the company’s Olympic sponsorship to millions of potential customers. Each of the legendary players was media-trained to deliver key messages about Allstate’s sponsorship, ad campaign, “Good Hands” Award for coaches/mentors. The p.r. campaign included a reunion game of the entire 1980 team against NHL legends at the league’s All-Star weekend, a series of youth clinics and “meet & greets” at six NHL markets, and an NYSE Bell ringing with Jim Craig and Allstate executive Rob Apatoff.

Impact

Allstate’s Olympic p.r. campaign secured 500 media placements, totaling 355 million impressions. Coverage included top tier outlets such as USA Today, The New York Times, Associated Press, ABC World News, CNN, CNBC, ESPN, NBC Today Show, CBS Early Show, Tonight Show with Jay Leno, CBS Network Radio, national radio talkers Imus and Opie & Anthony, as well as local market coverage. Key messages were delivered by Jim Craig and/or Mike Eruzione in each instance. Client contact Rob Apatoff was given a standing ovation by Allstate’s C-suite when he presented the program results.