2010 licence plates – driven to support the Games

With the opening of the Vancouver 2010 Olympic and Paralympic Games still 30 months away, British Columbians are already showing just how much they’ve embraced the Games, in a wheel sense.

In early April, the Insurance Corporation of British Columbia (ICBC) signed on with Vancouver 2010 as an Official Supporter of the Games, as the official motor vehicle insurer for the Organizing Committee’s fleet of roughly 4,500 General Motors vehicles. ICBC’s sponsorship also includes a program where members of the public can show their support by purchasing commemorative 2010 Games licence plates.

The plates feature the Official Emblem of the Vancouver 2010 Olympic Winter Games, the province’s slogan “The Best Place on Earth” and a mountain vista of the snow-capped peaks of Garibaldi Park, along Highway 99 on the road to Whistler.

“This is a pretty historical event to happen in British Columbia and as the main insurer in BC for auto insurance, it only made sense that we were involved in some way or another,” ICBC media relations spokesman Doug Henderson said following the announcement. “From a marketing standpoint it was a good way for us to become a sponsor and leverage that sponsorship to help us look for ways to maintain our optional insurance customers. We saw some good opportunities there. On the licence plate side of things, we just saw that as a good way to allow British Columbians to be able to show their support for the Games on an individual basis. That’s the beauty of the licence plate side of the program – it’s strictly voluntary. People who want to show their support for the Games can buy a licence plate and help promote the Games, both inside BC but also when they’re traveling around other parts of Canada or the States.”

All ICBC policyholders insuring passenger vehicles, motor homes, commercial trucks and trailers, farm trucks, motorcycles and utility trailers in BC are eligible. The plates cost $35 (with an annual renewal fee of $25) and can be purchased at any time. They will be on sale through December 31, 2010, and renewable through 2012. Those who continue to renew through December 31, 2010 will be able to keep their front licence plates as souvenirs. Net proceeds from all plate sales go directly to supporting the Games and their legacy.

“As the media relations spokesperson, I don’t normally receive a lot of phone calls from the public,” Henderson noted, “but when it was announced that we were going to be selling these plates, my phone was ringing a fair amount from people out there wanting more details about how to get a plate, so that in itself said to me that people are definitely interested. It struck a chord with people.”

Sales surpass lucky number 20,010
In mid-June, ICBC announced the sale of the 20,010th plate, purchased by Richmond resident Michael Sentes. For Sentes, who describes himself as “pretty sports-minded,” when it came time to bring his vintage ’89 Cadillac out of winter storage, the timing couldn’t have been better. “When the weather turns warm, we bring it out and when we went to get it insured, as soon as I saw (the plates) I said yes, I want one of those, to support the Olympics. It’s good, for BC and for Canada, I think. Just look at the speed-skating oval here in Richmond [under construction] and how it’s going to benefit us. I think it’s great.”

The retired Richmond resident confesses to being more of a golf enthusiast these days than a winter sports activist, but sport is sport. “I had only seen a few of them around, now you see them everywhere,” he said of the plates. And it didn’t take long for him to receive kudos on his bell-ringing purchase. “I took it to the golf club and the boys looked at it and they thought it was great.”

Having never attended an Olympic or Paralympic Games before, Sentes said he hopes to be able to get to Whistler to attend some skiing events, particularly ski jumping, while his wife is keen to take in the speed skating competitions closer to home.

BC Premier Gordon Campbell repeatedly emphasizes that these are BC’s Games. So far, plate sales confirm this, with strong buy-in from across the province.

“It’s the uniqueness of the plate that appeals to a lot of people. I think a lot of people like the look of the plate too, and the numbers speak for themselves,” said Henderson. “In less than two months, we’ve already sold over 20,000 plates, so I think that shows not only how popular the plates are, but also just how much people are behind the Games.

Expanding the program
John Furlong, Chief Executive Officer of the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC) went a step further when the licence plate program was unveiled. “Our goal is for all BC residents and Canadians to feel ownership of the Games, and ICBC’s reach to all British Columbians will offer everyone the chance to demonstrate their pride and excitement,” said Furlong. “Following the leadership of ICBC, we’ll now look to develop licence plate programs in provinces and territories across Canada.”

“ICBC is more than ready to help,” said Henderson. “I think that if there are other provinces that showed interest in adopting a similar program, then we would be a resource and be able to walk them through the process and help encourage them. It would be interesting to see what interest there would be in other provinces and other parts of the country.”

Interestingly enough, similar Games-related licence plate programs ran in conjunction with the Montreal 1976 Olympic Summer Games and the Calgary 1988 Olympic Winter Games. On the road to 2010, the licence plate tradition continues.

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