Creatively launch USG's new brand strategy and brand identity laying the foundation for the additional unveil of their new United States Olympic Committee (USOC) sponsorship initiative.
USG hand-selected key personnel across the organization and empowered them as Ambassadors for the brand. These individuals congregated in Colorado Springs, home of the USOC's Olympic Training Center, for what they believed to be a three-day Leadership Summit. Ambassadors were greeted by USG executives who revealed their new role as an Ambassador. Executives empowered the Ambassadors by sharing highly confidential information including the company's new branding strategy, internal platform and Olympic sponsorship. Personalized touches and integrated brand themes allowed Ambassadors to become immersed in the culture of the 'new' USG brand. The personal connections they forged with USG executives at the Summit led to their immediate acceptance of their new role - that of a dedicated, energized, empowered voice of the brand. As a continuation of their ambassadorship, a robust engagement program was implemented to amplify the brand and sponsorship platform and further equip them with the tools for leadership success.