ROAD TO SOCHI TOUR: RECAP
A 13-stop interactive sports tour, the Road to Sochi Tour presented by Liberty Mutual Insurance kicked off Oct. 29 with a larger than life 100 Day Countdown event to the 2014 Olympic Winter Games in New York City’s Times Square. From there, the tour circled the country through the Games, bringing the spirit and excitement of Sochi 2014 to Team USA fans with athlete demonstrations, meet-and-greet athlete autograph sessions, interactive sport experiences, Team USA giveaways and sponsor engagement.
While the U.S. Olympic Committee first introduced the concept of a traveling “Road to” tour ahead of the London 2012 Games, the Road to Sochi Tour marked the first time the tour continued until the Closing Ceremony, allowing American fans to celebrate Team USA in their hometowns during the Games.
Road to Sochi Tour presented by Liberty Mutual Insurance by the numbers
- Free and open to the public for 23 total days (122 hours) the tour made 13 stops in 12 different U.S. cities, including Minneapolis, Minn.; Fargo, N.D.; Park City and Salt Lake City, Utah; Boston, Mass.; Las Vegas, Nev.; Atlanta, Ga.; Dallas, Texas; Los Angeles, Calif.; Vail, Colo.; Chicago, Ill.; and two stops in New York, N.Y.
- From start to finish, the tour logged more than 14,600 miles, which resulted in more than 10.4 million branded vehicle impressions throughout its 118-day cross-country road trip (Oct. 29-Feb. 23).
- More than 280,000 total people attended the tour.
- Nearly 54,000 total public interactions were logged at the 10 winter sport stations. The most popular stations were the curling strip, figure skating memorabilia tent, speedskating slide board and street luge ramp.
- More than 100 U.S. Olympians and Paralympians took part by signing autographs and helping with the interactive sport stations throughout the tour.
- Five total live performers entertained crowds at various tour stops, including Grammy-nominated, multi-platinum selling musician, singer-songwriter Gavin DeGraw, who threw a surprise concert at the 100 Day Countdown tour stop.
- 12 prominent Team USA sponsors activated around the Road to Sochi Tour and 100 Day Countdown, including presenting sponsor Liberty Mutual Insurance, Coca-Cola, AT&T, Budweiser, Chobani, Folgers, The Hartford, Hilton, Jif, Kellogg's, United and Smucker’s jams.
- More than 250,000 total sponsor samples and/or premiums were distributed.
- Sesame Street characters appeared at five stops and Mario and Sonic appeared at four.
- Roughly 400 total journalists representing local and national broadcasters as well as print and online media outlets attended Road to Sochi Tour stops, resulting in 322 total placements and 975.5 million media impressions. A record 328 journalists were credentialed to cover the 100 Day Countdown – up 58 percent from the 100 Day Countdown in 2012.