December 2014 TORONTO 2015 PAN AM/ PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

Transcription

1 December 2014 TORONTO 2015 PAN AM/ PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

2 2 Table of Contents Purpose of the Public and Business Community Guidelines... 3 TORONTO 2015 Pan Am/Parapan Am Games Official Partners... 3 TO2015 Commercial Rights Management... 3 TORONTO 2015 Official Games Marks... 4 Public Involvement in the TORONTO 2015 Pan Am/Parapan Am Games... 6 Business Community Involvement in the TORONTO 2015 Pan Am/Parapan Am Games... 9 Community Institution and Non-Commercial Entity Involvement in the TORONTO 2015 Pan Am/Parapan Am Games About the Pan American and Parapan American Games Pan American Sports Organization Americas Paralympic Committee The TORONTO 2015 Pan Am/Parapan Am Games Organizing Committee TO2015 Partner Family Contact Us TORONTO 2015 PAN AM/PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

3 3 Purpose of the Public and Business Community Guidelines The following TORONTO 2015 Pan Am/Parapan Am Public and Business Community Guidelines will provide the general public and business community with information on how to show their support for the TORONTO 2015 Games without infringing on the rights of the TORONTO 2015 Pan Am/Parapan Am Games Organizing Committee (TO2015) or its Official Partners. TORONTO 2015 Pan Am/Parapan Am Games Official Partners The Games could not happen without the support of TO2015 s Partners who provide products, technology and expertise that are vital to the success of the TORONTO 2015 Pan Am/Parapan Am Games. The list of the Games Official Partners (as of December 2014) can be found on page 16 or at TORONTO2015.org/about-us/sponsors. TO2015 Commercial Rights Management What is commercial rights management? Commercial rights management is responsible for protecting TO2015 trademarks, graphics and terminology, and the exclusive rights of association granted to the Official Partners of the TORONTO 2015 Pan Am/Parapan Am Games. The TO2015 Commercial Rights Management team seeks to ensure that the integrity of the TORONTO 2015 brand is upheld by permitting only those that the Organizing Committee has identified as Official Partners, funding parties, Host Municipalities, Host First Nations and Official Licensees to associate themselves with the TORONTO 2015 brand. Why is commercial rights management important? When companies, businesses or organizations create false or misleading commercial associations with the TORONTO 2015 brand without first securing official marketing rights, they are threatening the Games sponsorship and licensing programs and impairing TO2015 s ability to attract and retain partners and licensees. Protecting partner rights will allow TO2015 to host a successful event and continue to support amateur sport in Canada. How does commercial rights management work? The TO2015 Commercial Rights Management team is charged with the task of protecting the TORONTO 2015 brand, but also educating the marketplace on how to appropriately engage with the Games while respecting the exclusive commercial rights of the Games Partners. TO2015 will proactively educate and engage the public by implementing a fair, objective and transparent process for assessing brand use, promotion and enforcing its rights. The three main focuses of the TO2015 Commercial Rights Management team are: 1. Education: TO2015 educates the public and key business sectors on appropriate interaction with the TORONTO 2015 brand, highlighting the parameters of permissible engagement and association. TO2015 delivers guidelines to all parties involved in the Games and to the general public. 2. Monitoring: TO2015 monitors the marketplace for online, television, print and other brand infringements and unauthorized associations with the TORONTO 2015 brand. 3. Enforcement: TO2015 is committed to protecting its brand against unauthorized use and will take legal action when necessary. December 2014

4 4 TORONTO 2015 Official Games Marks TO2015 is considered a public authority under the Trade-marks Act with the ability to secure official mark registrations. The use of TO2015 trademarks, graphics and terminology is exclusive to TO2015 and its Official Partners. Organizations that have not been granted a right of affiliation with the Games by TO2015 are not permitted to use Games marks. TORONTO 2015 Games marks include the following: TORONTO 2015 Pan Am/Parapan Am TORONTO 2015 Pan American/Parapan American Games TORONTO 2015 Pan Am TORONTO 2015 Parapan Am TORONTO 2015 TO2015 United We Play! Viva Pan Am! Viva Toronto Athletes Village PANAMANIA Pan Amigos PACHI Friends of the Games EXECUT VIVA! Pan Ambassadors TORONTO 2015 PAN AM/PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

5 5 TORONTO 2015 Games marks continued: December 2014

6 6 Public Involvement in the TORONTO 2015 Pan Am/Parapan Am Games TO2015 encourages individuals to support the TORONTO 2015 Pan Am/Parapan Am Games by volunteering for them, by taking part in the torch relay, by purchasing official Games merchandise, tickets and/or hospitality packages from authorized sources, by demonstrating their support for the Games in a non-commercial context or by sharing and liking TO2015 social media messages. Volunteering TO2015 is looking for 23,000-plus volunteers to help deliver a great TORONTO 2015 Pan Am/Parapan Am Games. Individuals are encouraged to get involved by volunteering. More information on volunteering for the Games can be found at TORONTO2015.org/volunteer. Torch Relay TO2015 is calling on Canadians from coast to coast to celebrate and share their Pan Am spirit by taking part in the TORONTO 2015 Pan Am Torch Relay, presented by President s Choice and OLG. The national event will be fuelled by local hometown pride, with stops planned in five Canadian cities (Calgary, Winnipeg, Montreal, Halifax and the greater Vancouver area), as well as 130 communities in all corners of Ontario. TO2015 is proud to bring the relay to Canadian communities with the help of presenting partner President s Choice and OLG, community partner CIBC and signature supporter Ontario Trillium Foundation to ensure a memorable experience for everyone. In addition, a separate TORONTO 2015 Parapan Am Torch Relay will take place prior to the start of the Parapan Am Games on August 7, Details on the route and torchbearer application process will be released in April TORONTO 2015 Pan Am/Parapan Am Games Tickets Tickets to the TORONTO 2015 Pan Am/Parapan Am Games can be purchased online and are priced from $20, with 75 per cent of tickets $45 and under. Discount tickets are available in some price categories for accessible needs companions and persons under 16 years of age or over 65. Tickets for the TORONTO 2015 Pan Am/Parapan Am Games are subject to the terms and conditions that expressly prohibit their use for commercial, advertising or promotional purposes, including use as prizes in contesting, unless authorized by TO2015. If tickets to any TORONTO 2015 events are obtained in violation of the applicable terms and conditions, the ticket holder may be refused entry to the Games venue or asked to leave the venue. Tickets for the TORONTO 2015 Parapan Am Games will go on sale in spring For more information on TO2015 s ticketing program, please visit TORONTO2015.org/tickets. TORONTO 2015 PAN AM/PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

7 7 Official Licensed Merchandise TO2015 has established relationships with Official Licensees in a variety of categories. Official licensed merchandise will be identified by TO2015 official licensed merchandise tags (as seen in the photo below). Purchasing official licensed merchandise ensures that buyers are supporting the execution of the TORONTO 2015 Pan Am/Parapan Am Games. Engaging in the production or purchase of counterfeit merchandise threatens the Games licensing program and impairs TO2015 s ability to run a successful Pan Am/Parapan Am Games. Please contact brandprotection@toronto2015.org to report any instances of counterfeiting. Social Media TORONTO 2015 encourages individuals to engage with and show their support for the Games by sharing their experiences on social media. It is important to note that individuals and non-partner organizations are not permitted to use any Games marks or develop promotional messaging tied to the Games within their social media posts. In the example uses her Twitter account to make an editorial comment about the Parapan Am Games. This is an acceptable Tweet because there is no commercial or promotional messaging. In the example uses his Twitter account to run a Pan Am/Parapan Am Games ticket redemption promotion to generate business at his restaurant. This is an unacceptable Tweet because John is attempting to leverage the Games in a promotional manner. X December 2014

8 8 Welcoming Games Visitors TO2015 encourages individuals to welcome visitors to Toronto by erecting signage on their properties without using the official Games marks or infringing on the rights of TO2015 s Official Partners. In the example below, an individual shows his/her support for the Games by placing a flag outside of his/her house with the words Welcome to Toronto! This is acceptable because it is done in a noncommercial context, demonstrates support for the Games and respects the exclusive commercial use of the TORONTO 2015 brand and the investments made by TO2015 Official Partners. In the example below, an individual displays a flag outside his/her home that offers official Pan Am Games parking and uses the TORONTO 2015 Games logo without permission. This is unacceptable because the Games mark is used without permission, and the individual is attempting to profit off the Games. X TORONTO 2015 PAN AM/PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

9 9 Business Community Involvement in the TORONTO 2015 Pan Am/Parapan Am Games The most effective way to engage in the excitement and opportunities created by the TORONTO 2015 Pan Am/Parapan Am Games in Canada is to become an Official Partner. For more information about TORONTO 2015 partnerships, please contact Commercial Organizations Commercial organizations are not permitted to suggest an affiliation with the TORONTO 2015 Pan Am/Parapan Am Games as the right of association is exclusive to TO2015 s Official Partners. When companies, businesses or organizations create false or misleading commercial associations with TORONTO 2015 s brand, without making the financial investment required to secure official marketing rights, it damages the investment of Official Partners and risks TO2015 s ability to fund and execute the event successfully. In the example below, a commercial organization (Joe s Variety Store) wants to showcase its support for the Games and visitors coming to the city in 2015, so they erect a sign that states, Joe s Variety Welcomes Visitors to Toronto! This is acceptable because it does not use any official Games marks nor does it attempt to commercialize or profit off the TORONTO 2015 Pan Am/Parapan Am Games. In the example below, a commercial organization (Joe s Variety Store) displays a sign in its front window offering TORONTO 2015 Pan Am Games discounts, while also using the TORONTO 2015 Pan Am/ Parapan Am Games logo. This is unacceptable because the commercial organization is offering a Pan Am Games promotion without the right to do so, and is also using an official Games mark without TO2015 s permission. X December 2014

10 10 Advertising Commercial organizations are not permitted to run advertising, contests or promotions that suggest an association with the TORONTO 2015 Pan Am/Parapan Am Games. The right to suggest an association with TORONTO 2015, the Pan Am Games, the Parapan Am Games or anything related is exclusive to TORONTO 2015 s Official Partners. In the example at left, a commercial organization (ABC Company) runs a print ad in the local newspaper during the summer of The print ad demonstrates the company s services but does not suggest an affiliation with the TORONTO 2015 Pan Am/Parapan Am Games or uses any official Games marks. X In the example at left, a commercial organization (ABC Company) runs a Pan Am Games-themed print ad in the local newspaper. The print ad suggests an affiliation with the Pan Am Games; therefore, it is unacceptable. Further, it uses Games marks, which is not permitted. TORONTO 2015 PAN AM/PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

11 11 Websites TO2015 expects that websites will want to promote tourism in the Greater Golden Horseshoe region during the TORONTO 2015 Pan Am/Parapan Am Games. Factual statements made about the Games, when included in the context of other events taking place in the area, are permitted. There must be no commercial association between the website and the TORONTO 2015 Pan Am/Parapan Am Games, and no undue prominence can be given to the TORONTO 2015 Pan Am/Parapan Am Games. In the example below, the website (torontoattractionsandevents.com) lists the Pan Am Games in a list of other events taking place in the city of Toronto. This is an acceptable use because there is no undue prominence given to the TORONTO 2015 Pan Am/Parapan Am Games, it is listed as part of a list of other events and there is no commercial association between the Games and the website. In the example below, the website (torontopanamgames.com) suggests an affiliation with the TORONTO 2015 Pan Am/Parapan Am Games and also uses TORONTO 2015 Games marks. This is an unacceptable use because there is undue prominence given to the TORONTO 2015 Games, there is an unauthorized association with the TORONTO 2015 Games and the website uses TORONTO 2015 Games marks without permission. X December 2014

12 12 Restaurants, Bars, Pubs and Nightclubs TO2015 recognizes that restaurants, bars, pubs and nightclubs will want to offer their patrons the opportunity to view the CBC broadcasts of the TORONTO 2015 Pan Am/Parapan Am Games. This is permitted so long as there is no commercial association between the restaurant, bar, pub or nightclub (or any of the restaurant s, bar s, pub s and/or nightclub s suppliers, sponsors or related third parties) and TORONTO 2015; there is no promotional messaging or discounts offered in connection with the Games; and there is no attempt to establish the bar as an official place to watch the Games. In the example below, a restaurant encourages patrons to watch the Games by erecting a sign that states, Watch the excitement here! This is acceptable because the restaurant is not using any official Games marks, is not attempting to create an unauthorized association with the Games and is not offering Games-related discounts or running a Games-related promotion. In the example below, a restaurant posts a sign that encourages patrons to watch the Pan Am Games, buy a beer and win an official T-shirt. This is unacceptable because the restaurant does not have the right to suggest an affiliation with the TORONTO 2015 Games, it does not have the right to run Pan Am- or Parapan Am-themed discounts or promotions, nor does it have the right to use TORONTO 2015 official licensed merchandise to promote itself or imply an association with the Games. X TORONTO 2015 PAN AM/PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

13 13 Community Institution and Non-Commercial Entity Involvement in the TORONTO 2015 Pan Am/Parapan Am Games TO2015 is committed to allowing meaningful non-commercial engagement with its brand. Community institutions, non-commercial entities and regional tourism organizations are encouraged to find ways to harness the excitement that can be generated by the TORONTO 2015 Pan Am/Parapan Am Games. TO2015 encourages community institutions and groups such as schools, libraries, community centres and local sporting clubs to share their support for the TORONTO 2015 Games by getting involved in IGNITE or. IGNITE is an exciting community partnership program that enables individuals, organizations and communities to create their own special Games-themed initiative or increase awareness of existing projects through an association with the TORONTO 2015 Pan Am/Parapan Am Games the People s Games. The goal of the IGNITE program is to inspire communities throughout Toronto, the Greater Golden Horseshoe region, Ontario and Canada, to come together and build excitement around the Games and bolster community spirit. For more information and to see if you qualify for IGNITE, please visit TORONTO2015.org/ignite. Tourism Celebration Program TO2015 is working in partnership with the Canadian Tourism Commission, the Ontario Tourism Marketing Partnership Corporation, Tourism Toronto and Ontario s regional tourism organizations on activities to attract spectators and visitors from both domestic and international markets to help deliver the best Pan Am and Parapan Am Games ever. To achieve this, TO2015, in partnership with its tourism stakeholders, is launching. is a grassroots program that will provide opportunities for select local businesses to showcasetheir support for the TORONTO 2015 Pan Am/Parapan Am Games. December 2014

14 14 will only be available to businesses in Ontario that fall within the following sectors: accommodation providers transportation providers destination management organizations attractions restaurants and bars travel agents official TORONTO 2015 venues event organizers To protect the exclusive marketing rights of TO2015 s Official Partners, the following businesses are not permitted to use : financial institutions automobile dealerships grocery retailers chain restaurants mobile phone retailers For more information and to see if your organization qualifies for, please contact your regional tourism organization or local business improvement association representative. About the Pan American and Parapan American Games The Pan American Games are the world s third largest international multi-sport Games; they are only surpassed in size and scope by the Olympic Summer Games and the Asian Games. The first Pan American Games were held in 1951 in Buenos Aires, Argentina, and the inaugural Parapan American Games were held in Mexico City in Athletes from the 41 Pan American Sports Organization (PASO) member nations compete in the Pan Am Games, and athletes from the 28 Americas Paralympic Committee (APC) member nations compete in the Parapan Am Games. While the Pan Am Games have been hosted in a dozen countries throughout the Americas, Canada has had the honour of hosting them twice: in 1967 and 1999 and both times in Winnipeg, Manitoba. This will be the first time the Parapan Am Games will have been held in Canada. Pan American Sports Organization The Pan American Sports Organization governs the Pan American Games, which are held every four years in the year before the Olympic Summer Games. PASO selects the Host City for each Games through a vote of its 41-member National Olympic Committees. PASO, which is affiliated with the International Olympic Committee (IOC), also has an important sport development mission to promote, develop and celebrate sport in the Americas and Caribbean. TORONTO 2015 PAN AM/PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES

15 15 Americas Paralympic Committee The Americas Paralympic Committee is the regional representative of the International Paralympic Committee for the Americas. The 28-member countries participate in the Parapan Am Games, which take place every four years. The APC is dedicated to promoting, developing and celebrating parasport in the Americas and Caribbean. The TORONTO 2015 Pan Am/Parapan Am Games Organizing Committee It was a day to celebrate on November 6, 2009, when the Games were awarded to Toronto, giving the province its first international multi-sport event since the British Empire Games in Once the Games are awarded, the Host City then creates an Organizing Committee charged with the production and completion of the Games. At the TORONTO 2015 Games, we will see: 41 competing countries and territories. More than 7,500 athletes from across Central America, South America, North American and the Caribbean will put their years of intense training, perseverance and sacrifice to the test in world-class competition. 36 Pan Am sports. 15 Parapan Am sports. 16 municipalities will be involved, stretching from Oshawa to Welland. 23,000+ volunteers will be recruited to help deliver the best Pan Am/Parapan Am Games ever. The Pan Am Games will take place from July 10 to 26, 2015, and the Parapan Am Games from August 7 to 15, December 2014

16 16 TO2015 Partner Family LEAD PARTNER PARTENAIRE PRINCIPAL SOCIO PRINCIPAL PREMIER PARTNERS GRANDS PARTENAIRES SOCIOS PREMIERES OPENING CEREMONY CREATIVE PARTNER PARTENAIRE CRÉATIF POUR LA CÉRÉMONIE D OUVERTURE SOCIO CREATIVO PARA LA CEREMONIA DE INAUGURACIÓN OFFICIAL BROADCASTER DIFFUSEUR OFFICIEL EMISORA OFICIAL OFFICIAL SUPPLIERS FOURNISSEURS OFFICIELS PROVEEDORES OFICIALES 407 ETR BT/A Advertising Burnbrae Farms The Canadian Press Division Sports-Rep Inc. Freeman Audio Visual Canada Gateman-Milloy Inc. Gold Medal Systems Nautique Boats PROUD SUPPORTERS FIERS PARRAINEURS COLABORADORES PRINCIPALES La Presse LifeLabs Medical Laboratory Services TBM Service Group Vision Critical YouAchieve Minavox FUNDING PARTIES BAILLEURS DE FONDS PROVEEDORES DE FINANCIAMIENTO HOST CITY VILLE HÔTE CIUDAD ANFITRIONA HOST FIRST NATION PREMIÈRE NATION HÔTE PRIMERA NACIÓN ANFITRIONA TORONTO 2015 PAN AM/PARAPAN AM GAMES PUBLIC AND BUSINESS COMMUNITY GUIDELINES V2-12/10/14

17 17 Contact Us To report unauthorized use of the TORONTO 2015 brand, please contact Christopher Doyle Manager, Commercial Rights Management Leslie Bradshaw Coordinator, Commercial Rights Management December 2014