When the 2010 Winter Olympic Games start in Vancouver on Feb. 12, they not only will draw athletes from across the globe but legions of citizens from the USA ­ all of whom will need to present newly required forms of identification to cross the border.

In anticipation of that, and in the face of criticism of the increased documentation requirements and costs for cross-border travel that went into effect last June, the U.S. Department of Homeland Security has launched a $2 million marketing campaign to remind people in the Northwest about identification options for border crossings.

Last month, the department began targeting Washington, Idaho and Oregon with radio, television, print and Internet ads, said Joanne Ferreira, public affairs officer with Homeland Security’s Customs and Border Protection office.

The ads, featuring Olympians such as skier Bill Demong, include reminders that identity documentation will be required to return to the USA and direct people to GetYouHome.gov, a Homeland Security travel website, to find out about the various document options, several of which are less expensive than obtaining a passport.

The Olympics-centered campaign is part of an ongoing effort by Homeland Security to publicize ways of crossing the border in light of the Western Hemisphere Travel Initiative rules, which since June 1 have required American citizens to have a passport, passport card or enhanced driver’s license or to be enrolled in a trusted traveler program such as NEXUS and SENTRI (for frequent travelers to Canada and Mexico respectively) or FAST (for commercial drivers) in order to get back into the USA from Canada or Mexico.

The change also began requiring Canadians to have a passport, enhanced driver’s license or trusted traveler program card for getting into the USA. It did not change the similar documentation Mexican citizens already were required to show.

Some business owners who depend on customers crossing the border have been hurt by the tougher crossing rules.

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Tags | cross border identification, Winter olympics visa requirements