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As a Torontonian, I’m glad to hear that the Toronto 2015 Pan Am/Para Pan Am Games are finally starting to capture the imagination of the residents of our city. Well, at least that’s what organizers are telling us.

According to their figures, many events are now selling out, overall sales have cleared the million-ticket mark and broadcast partner CBC has added hours of daily coverage due to popular demand. Even the apocalyptic predictions of traffic gridlock and transportation nightmares don’t seem to be playing out, no doubt thanks to the many locals who booked out-of-town vacations during the Games. Just don’t tell those who can’t drive in the city’s temporary high occupancy vehicle lanes during their daily commute.

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As a marketer, however, I look at the Games through a different lens. I would argue that efforts to promote the Pan Am Games were an unmitigated disaster. On the bright side, this fiasco has offered a couple of great marketing lessons for entrepreneurs — more on those in a moment.