May 03, 2005 in Social Responsibility News

SAMSUNG Electronics Announces Marketing Campaign for Torino 2006 Olympic Winter Games

- Samsung kicks-off marketing campaign for Torino 2006 as The Olympic Partner (TOP) and Presenting Partner for the Olympic Torch Relay

- Announces additional sponsorship agreement in Home Appliances category

- Italian alpine skier Alberto Tomba was announced as Samsung Global Athlete Ambassador




May 3 rd , 2005 (Torino, Italy) - Samsung Electronics announced today its plans for global marketing campaign to support the Torino 2006 Olympic Winter Games activated across six continents as The Olympic Partner (TOP) and Presenting Partner for the Olympic Torch Relay. Samsung also announced its sponsorship as National Official Home Appliances Supplier for the Torino 2006 Olympic Winter Games. Woosik Chu, Senior Vice President of Samsung Electronics and Valentino Castellani, President of TOROC (Torino 2006 Organizing Committee), signed the agreement to continue to present the Olympic Torch Relay and to become the National Official Home Appliances Supplier during the Samsung Marketing Launch Ceremony held today at Palazzo Reale, the historical and cultural palace of the 17th century, in Torino. Those in attendance included Mr. Sergio Chiamparino, Mayor of Torino and Mr. Timo Lumme, Director of International Olympic Committee, Television and Marketing Services, as well as other related officials, guests, and members of the international and domestic media.



Samsung's Olympic marketing campaign includes a variety of activities: the sponsorship of the Olympic Torch Relay before the Games time; a Samsung pavilion for athletes and spectators called the Olympic Rendezvous @ Samsung (OR@S) in Torino on-site during the Games; and a team of Samsung athlete ambassadors; providing the communications equipment for the wireless Olympic mobile information service with Samsung's dynamic and advanced technology, WOW (Wireless Olympic Works), all as part of its contribution as Official Worldwide Olympic Partner in the Wireless Communications Equipment category and National Official Supplier in the Home Appliance s category throughout the XX Winter Olympiad in Torino.



The XX Olympic Winter Games will start in just nine months time, and the spirit of the Games is coming back to Italy, in Torino, after the 1956 Olympic Winter Games in Cortina d'Ampezzo and the Rome 1960 Olympic Games. Samsung is proud of its involvement in spreading Italian heritage such as the arts, fashion, culture and winter sport all over the world through its efforts as The Olympic Partner (TOP) for the Torino 2006 Olympic Winter Games and as a Presenting Partner of the Olympic Torch Relay. In line with its corporate philosophy that technology can act as a force to bring people together and to remove cultural and social barriers, Samsung has developed a series of colorful marketing initiatives that will contribute to running the Games and allowing sports fans to share and experience the Olympic Spirit.



Since 1997 Samsung has been contributing to the smooth running of the Olympic Games as one of eleven TOP (The Olympic Partners) sponsors and will enable the Olympic Family and the staff of TOROC to organize and lead one of the most complex sporting events in the world with the most advanced state-of-the-art wireless communications equipment technology in the market.



"We are extremely proud to continue to be the Worldwide Partner for the Torino 2006 Olympic Winter Games,” said Jong Yong Yun, Vice Chairman & CEO of Samsung Electronics. "Investing in sports marketing enhances the Samsung brand and its marketing position while at the same time supporting the success of the sporting event . The Olympic Games in particular is an ideal opportunity to execute a global marketing campaign while contributing to the Olympic movement. The Torino 2006 Olympic Winter Games will also be a major showcase for our cutting-edge technology and high quality products.”




After the signing ceremony, Valentino Castellani, President of TOROC said, "TOROC is very pleased to have Samsung as a Worldwide Olympic Partner in the Wireless Communications Equipment category for the Torino 2006 Olympic Winter Games and a Presenting Partner of the Olympic Torch Relay. We believe that its contribution will make Torino 2006 one of the most successful Olympic Games for the athletes, public and media alike.”



As part of its marketing efforts, Samsung designated a worldwide sports champion that embodies the Olympic spirit: In today's ceremony, Italian living sports legend Alberto Tomba was announced as Samsung's Global Athlete Ambassador. As Samsung's Athlete Ambassador, Alberto Tomba will participate in various events on behalf of Samsung including appearances to deliver Samsung's Olympic message to sports fans all over the world as a spokesperson.



After the ceremony, Samsung disclosed the line-up of the newest products in the Wireless Communications Equipment category and the Home Appliances category. The invitees could experience Samsung's WOW technology with the Olympic Games phone, SGH-D600 at the WOW corner. Samsung's air conditioner and side-by-side refrigerator with the cutting-edge technology also attracted the invitees and media's attention.



Samsung's marketing program for the Torino 2006 Olympic Winter Games includes:



The Torino 2006 Olympic Torch Relay

As Presenting Partner of the Torino 2006 Olympic Torch Relay, Samsung will select torchbearers that will run with the Olympic flame all across Italy, starting in Rome and ending in Torino, covering a distance of over 11,000 kilometers. The selection of torchbearers will involve both domestic (Italian) and global runners selected through various promotional activities, advertisement campaign and media campaigns.



National Official Home Appliances Supplier

As National Official Home Appliances Supplier, Samsung will provide relevant Olympic organizations with a full range of home appliances products for use throughout the Games. Samsung products will allow athletes and Olympic staff to enjoy their Olympic experience by creating an environment of comfort and ease. With this additional sponsorship, Samsung's involvement and commitment to the Torino 2006 Olympic Winter Games is bigger than any other previous Olympic Games.
Olympic Rendezvous @ Samsung (OR@S)

As part of its continuing on-site Olympic program, Samsung will again build a pavilion in Torino as a relaxing and fun place for athletes, their families and coaching staffs, and spectators. The OR@S will provide the Official Meeting Place for Athletes and their Families and feature a series of daily events and activities, enhancing the excitement and participation in the Olympic experience during the Olympic Games. The OR@S will also showcase Samsung products, including the latest wireless products and mobile phones so that the spectators can enjoy the interactive and entertaining technology showcase.
Wireless Olympic Works (WOW)

As Official Worldwide Wireless Communications Equipment Partner, Samsung will supply over 8,000 Olympic Games phones to TOROC staff, volunteers, athletes and media. Samsung's technological capabilities embedded in the Wireless Olympic Works (WOW), the wireless Olympic mobile information service that provides the Olympic officials and VIPs with up-to-the-minute information, will play a pivotal role in guaranteeing the success of the Olympic Games.
Samsung Athlete Ambassadors

Samsung will designate a team of Athlete Ambassadors, representing countries around the world, who will bring Olympic values and experience while delivering Samsung's message to sports fan all over the world. The team of International ambassadors including the Italian Ski legend, Alberto Tomba is part of Samsung's marketing activities for the Torino 2006 Olympic Winter Games with presence at promotional events as role models for people wanting to share in the Olympic experience during the Olympic Torch Relay and the Olympic Games



About Samsung Electronics

Samsung Electronics Co., Ltd. employs approximately 123,000 people in 93 offices across 48 countries. The company is the world's third largest producer of mobile phones. Since 1997 Samsung has been the Olympic Partner in the wireless communications equipment category and continue its contribution to the Olympic Movement as the Olympic Partner and a Presenting Partner for the Torino 2006 Olympic Winter Games and Torch Relay. For more information, please visit the web site, http://www.samsung.com .


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