The Olympic Winter Games of 2010 in Vancouver are mere weeks away. While the rush to get snow on Cypress Mountain, finalize transportation plans, and train volunteers is on, across Canada a large scale relationship building festival is taking place - the torch relay.

The torch relay has become a staple of the modern Olympics and is the first event people experience prior to the start of competition. Though the flame is the one connection back to the games of Ancient Greece, it wasn’t introduced to the modern games until 1928 in Amsterdam with the first relay taking place through Hungary, Czechoslovakia and Austria prior to Berlin’s 1936 games. Now it is a regular part of the lead up to an Olympic games and is the ultimate relationship builder for both organizers and the International Olympic Committee (IOC).

In essence all that’s happening is the flame is literally being carried from Olympia, Greece to the Olympic host. However, what’s really taking place is the creation of millions of connections and Olympic followers along the whole path to the host city, thus generating a buildup of excitement prior to the games. For the Vancouver relay:

• 1,000 communities will have the flame visit them
• 45,000 km will be covered throughout Canada
• 12,000 torch bearers will be part of the relay
• 200 total torch celebrations will be organized

When you look at these numbers, it’s easy to see just how many people will have an up close and personal Olympic experience, even if they won’t be in Vancouver cheering on the athletes. Organizers, in fact, estimate that 90% of Canada’s population will be within a one hour drive of the route. Thousands upon thousands will create not only a patriotic furor, but will also be connected to a greater sense of belief in the essence of the Olympic movement - unity, friendliness, and sport. People remember these experiences. People share these experiences. From a marketing perspective you can’t ask for more because having people carry your story to others through unbiased referrals is invaluable. They do the talking for you.

The Olympic Games generates numerous opinions and views, but it can’t be refuted that with this relay across Canada, a simple marketing truth holds true. If you can create or enhance a relationship through a unique and positive experience, people will naturally gravitate to you. Counting the people on the road to Vancouver will tell you that.