Olympic licence plate sales top 150,000
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Updated: June 28, 2009 4:22 PM
Despite a weak economy, ICBC has now topped its target of selling 150,000 Olympic commemorative licence plates to B.C. motorists by 2010.
The public auto insurer had aimed to sell 100,000 to 150,000 before the 2010 Winter Olympics open as part of its sponsorship arrangement with VANOC.
ICBC strategic marketing vice-president Jeff Schulz said the “phenomenal” sales reflect the “passion and enthusiasm” B.C. residents have for the Games.
“The success of this plate program has been remarkable,” added VANOC deputy CEO Dave Cobb.
The overwhelming majority of “Best Place on Earth” plate sales have come in the Lower Mainland.
More than 98,000 plates have been sold in Metro Vancouver and the Fraser Valley, versus 18,000 on Vancouver Island, 24,000 in the souther Interior and 10,000 in northern B.C.
Motorists who choose to participate pay a $35 initial fee for the plates and a $25 annual renewal fee that goes directly to VANOC—in effect a licensing fee for the use of the 2010 logo and name.
The plates remain valid beyond the Games but drivers who cancel the plate after 2010 can keep the front plate as a souvenir.
Critics have called it a back door way of subsidizing the Olympics and said ICBC should have concentrated on lowering premiums to motorists.
VANOC is to pull in at least $15 million under the plan, which includes ICBC picking up the cost of insuring 4,500 Olympic vehicles.
The 150,000th plate went to Maple Ridge resident Lyle Short, who also receives a pair of Games event tickets.
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