January 22, 2002 in Social Responsibility News

SAMSUNG Global Olympic Marketing Program Overview

Samsung's global brand slogan, "Samsung Digitall, everyone's invited" embodies Samsung's belief that its digital wireless telecommunications equipment technology, ideas and solutions will make a positive contribution to people's everyday lives.

Sport Sponsorship Philosophy

Sports marketing has become a major focus of Samsung's strategic marketing and communications. It is used to develop high brand awareness and build a reputation for excellence in corporate citizenship.

Samsung's extensive support of sport is based largely on Samsung's belief that sport promotes cooperation amongst individuals, companies and nations. Sport embodies disciplines such as social harmony, cooperation and attention to duty and sacrifice. Samsung believes these qualities are equally important in business.

Samsung Sponsorship History

1986 Seoul Asian Games
1988 Seoul Olympic Games
1990 Beijing Asian Games
1994 Hiroshima Asian Games
1996 Atlanta Expo held during Atlanta Olympic Games
1998 Bangkok Asian Games
1998 Nagano Olympic Winter Games ? Worldwide Partner
2000 Sydney Olympic Games ? Worldwide Partner


Olympic Mission

To raise the spirit of the Games and to contribute to the global community, Samsung is using its leadership in wireless telecommunications equipment technology to help fans, international visitors, and athletes and their families share in the many memorable moments of the Games with people all over the world.


Sponsorship of the Olympic Games

In 1997, Samsung signed an agreement with the International Olympic Committee, joining the TOP IV program as a Worldwide Olympic Partner. The company continued its Olympic partnership by joining the TOP V Program, which runs from 2001-2004.

Samsung is a Worldwide Olympic Partner and serves as the official supplier of wireless telecommunications equipment to the Salt Lake 2002 Olympic Winter Games, the United States Olympic Committee and the U.S. Olympic Team.


Global Marketing Initiatives

Samsung aims to grow its brand image and increase sales through association with Olympic values that are most relevant on a local and regional level, via sponsorship of National Olympic Committees, National Olympics teams and individual athletes.

In its ten target markets (United States, China, Russia, Italy, France, Austria, Switzerland, Netherlands, Belgium and Singapore), Samsung is conducting a variety of Olympic-themed activities. These activities include partnering with retailers to conduct exciting retail promotions in each market.


Olympic Promotion Around the Globe

U.S. and Canada
.Samsung "Spirit of Sport" Contest (U.S.) ? a consumer promotion that will send five winners and their sports mentors to the Olympic Games
.Consumer promotion featuring Olympic marks on advertising and point-of-sales materials (U.S.)
.Sales incentive program with a major retail outlet in the U.S.
.Sponsorship of ice dancers Shae-Lynn Bourne and Victor Kraatz (Canada). Pair featured in POS.


Global
.Trips to the Games and other Olympic-themed prizes offered to almost 100 lucky consumers in 10 markets
.Dedicated advertising ? including television, print, radio and Internet executions ? in nine markets
.Point-of-sale materials featuring Olympic marks in nine markets
.Sales incentive promotions in 10 markets


Sponsorship of the Olympic Games

Sponsorship of National Olympic Committee/athletes/teams (in addition to the U.S.)
including:
.French Olympic Committee
.Canadian ice dancers Shae-Lynn Bourne and Victor Kraatz


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