Canada looks to winter for Summer Olympics mojo

TORONTO: The Canadian Olympic Committee is wanting to take advantage of a percentage of the nation's Winter Games magic by building a Rio de Janeiro Olympic brand battle it trusts will leave individuals icy. 

With the Rio Summer Games 100 days away, the COC propelled an "Ice In Our Veins" battle on Wednesday it trusts will put the focus on competitors. 

The Aubut embarrassment has left a dim cloud hanging over the COC and incited previous Olympic investors champion Jean-Luc Brassard to venture down as Canada's gourmet expert de mission two weeks prior. 

COC Chief Marketing Officer Derek Kent recognized that the Aubut embarrassment had harmed the COC brand, however trusted the restless battle intended to expand on the stormy securities that interface and describe the nation will return the spotlight where it has a place - on the competitors. 

"Like any association we have had some extreme minutes the most recent six months. We've tended to it," Kent told Reuters. 

"We have acknowledged every one of the proposals and we're with the competitors. The emphasis ought to be on the competitors and the Road to Rio and that is the thing that we are doing." 

"It's an ideal opportunity to begin telling the competitors' stories and that is the thing that this battle does," he included. 

The Great White North has since quite a while ago commended a tough, snowy persona. 

The COC utilized a "We Are Winter" motto for the 2014 Sochi Winter Olympics and Toronto's NBA group grasped the picture by rebranding the establishment behind the trademark "We the North". 

Winter is in our blood and a portion of our DNA," said Kent. "It (the crusade) perceives that winter made us who we are and characterizes us as a nation regardless of the season our competitors contend in." 

The emotional 60-second spot, which will be found on online networking and TV, is pressed with winter symbolism as jumpers dive off chunks of ice into frosty waters and tennis player Milos Raonic dispatches a serve on a blanketed scene. 

"I cherish how our rough Canadian scene is such a critical piece of this battle," said Raonic. 

"It gives me incredible pride to realize that I am offering this association with my kindred Canadians who additionally relate to this mentality," he included. 

The chilly reality, notwithstanding, is that Canada's Summer Olympians have not verge on coordinating the decoration creation of their winter partners. 

Canada drove all countries at the 2010 Vancouver Winter Olympics with 14 gold awards and completed third in Sochi with 10 gold. At the 2012 Summer Games in London, Canada won a solitary gold decoration.