With the 2010 Winter Olympics set to begin February 12 in Vancouver, several major sponsors are leveraging their affiliation with the iconic Games in communications efforts.
Among them, GM Canada, a national sponsor of the Games, is changing its strategy this year away from events and more toward getting visitors to try its new fleet of vehicles.
Of course, GM has undergone drastic restructuring since emerging from bankruptcy last year and has worked hard at remaking its reputation and pushing ...