Sochi 2014 launches "VolunTour" advertising campaign
Baku, March 5 (AZERTAC). Before the start of the volunteer selection process to recruit 25,000 volunteers for the Games in Sochi, the Sochi 2014 Organizing Committee has launched the "VolunTour" advertising and informational campaign. The plan was to attract up to 200,000 people to the vol.sochi2014.com website by the end of 2012. The campaign was mainly online, with banners, planned viral projects, activity on social networking sites and other promotional tools. Outdoor advertising was also be used in 14 regions of the country; the adverts were collages of "ideal" candidates for the Olympic and Paralympic volunteer teams with Olympic stadiums in the background. The campaign was aimed at people with a proactive attitude and first of all at young people who would be at least 18 by the time the Games open in Sochi.
The concept of the advertising campaign is to inform the public about the work of volunteers using eye-catching and humorous techniques. The “faces” and “voices” of the campaign are members of the Sochi 2014 volunteer team. They tell their peers what Olympic volunteers can expect during the Games. The concept of the campaign also reflects the idea behind the Sochi2014.ru brand, which is based on the idea that every resident of the country will be involved in the Games in Sochi, and which reflects the duality of the Russian character and unity in diversity.
The volunteer selection process began on February, 7, 2012. From that day candidates could register on the vol.sochi2014.com website. An estimated 25 thousand volunteers has been involved during the Games in Sochi in more than 20 areas of activity, from meeting delegations at the airport to helping organise the Closing Ceremony. Altogether, the volunteers made up about 35% of the total number of Games personnel. Volunteer recruitment has been handled through 26 Volunteer Centres, established at Russian educational institutions selected in competition.
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