• Mayor Guiliani lighting the relay caldron in front of thousands at Rockefeller Center
• The arrival of the flame in Utah at the Delicate Arch with a ceremonial Native American blessing
• Lighting of the Olympic Caldron by the 1980 “Miracle on Ice” hockey team
The Torch Relay traveled through approximately 300 cities with virtually every local network and print media outlet covering the event. Coverage of the relay included approximately 10,000 national and international print articles between September 2001 and the conclusion of the Torch Relay on February 8, 2002.
Coltrin & Associates, together with SLOC, developed messaging to highlight the theme of the Relay and the Games “Light the Fire Within”. Coltrin & Associates drove the outcome of the media coverage by directing the focus to the inspiration of the torchbearers. This was done through daily advanced briefings, media advisories and interviews.
The media relations team for the Torch Relay was comprised of seven Coltrin & Associates employees located on the road and at the main media command center in Salt Lake. The staffing made it possible for a spokesperson to be available at any given time.
»USA Today December 5, 2001
»USA Today October 4, 2001