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Chicago 2016 Unveils User-Friendly Tag

March 14, 2009: Chicago 2016, the organization leading efforts to bring the Olympics to the U.S. in seven years, has changed its tagline from "Stir the Soul" to "Let Friendship Shine" both to reaffirm its "commitment to welcome the world to Chicago in friendship in 2016" and also due to technical difficulties with the old tag. Chicago 2016 said that its new slogan, "Let Friendship Shine," will now be used in all marketing efforts. "[It is the] sentiment that the bid committee looks to reach out to the world with as it prepares its bid for the 2016 Olympic and Paralympic Games," Chicago 2016 said in a statement. "It is in the spirit of friendship that Chicago 2016 will welcome the International Olympic Committee's (IOC) Evaluation Commission to Chicago in April." However, the previous tag. "Stir the Soul," also had to be changed because it translated improperly. "In a couple of different languages, it meant 'Stir Your Insides,' which is not what we intended it to be," Valerie Barker Waller, director of marketing for Chicago 2016, told the Chicago Tribune. Chicago is among the final four cities being considered by the International Olympic Committee to host the 2016 Summer Games, along with Madrid, Tokyo and Rio de Janeiro. The IOC will visit each of the cities in April and May and make its decision in October. Back to Home Page



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