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2018 Winter Olympics marketing

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2018 Winter Olympics

2018 Winter Olympics marketing was a long running campaign that began when Pyeongchang won its bid to host the games in 2011.

Symbols

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Emblem

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The emblem for the Games was unveiled on 3 May 2013. It is a stylised representation of the hangul letters ㅍ p and ㅊ ch, these being the initial sounds of 평창 Pyeongchang. The left-hand symbol is said to represent the Korean philosophical triad of heaven, earth and humanity (Korean: 천지인 cheon-ji-in), and the right-hand symbol represents a crystal of ice.[1] In the emblem and all official materials, Pyeongchang was stylised in CamelCase as "PyeongChang", in order to alleviate potential confusion with Pyongyang, the similarly-named capital of neighbouring North Korea.[2]

Look of the Games

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      5 primary colours were used, with venues using one of these colour families for branding. Different venues had different colours depending on the sport.

Mascots

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The official mascots of the 2018 Winter Olympics and Paralympics were unveiled on 2 June 2016. The Olympic mascot, Soohorang (Korean: 수호랑), is a white tiger. The mascot's name is a portmanteau of "Sooho", a Korean word for "protection", and "Rang" which is derived both from the Korean word for "tiger" and from the name of a traditional Korean folk song originating from Gangwon Province.[3] Tigers have a strong association with Korean culture and folklore.

Video games

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Intel Extreme Masters Season 12 – Pyeongchang
Tournament information
SportStarCraft II
LocationPyeongchang, South Korea
AdministratorElectronic Sports League
Final positions
ChampionsCanada Sasha "Scarlett" Hostyn
Runner-upSouth Korea Kim "sOs" Yoo-jin

In June 2017, Ubisoft announced that it would release an expansion pack for its winter sports video game Steep entitled Road to the Olympics, which features new game modes and content inspired by the 2018 Winter Olympics.[4][5]

In November 2017, the IOC announced it would support and sponsor an Intel Extreme Masters StarCraft II tournament in Pyeongchang preceding the Games. Its support of the tournament as a de facto demonstration event came on the heels of a report by the IOC which recognised that eSports "could be considered as a sporting activity".[6][7][8] The tournament was won by Sasha "Scarlett" Hostyn of Canada; she became the second North American pro to place first at a major StarCraft II tournament in South Korea, and the first woman to win a major tournament.[9][10]

Corporate sponsorship and advertising

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The 2018 Winter Olympics saw increasing granularity in official sponsorships for technology vendors; Intel signed with the IOC to become part of its Worldwide Olympic Partner program, to promote 5G wireless technology, as well as broadcasting technology such as 360-degree video and virtual reality. Alibaba Group was also named the official e-commerce and cloud services provider. These categories affected how the vendors were allowed to promote themselves within the context of the Olympics: Samsung could showcase VR experiences but only within the context of its own smartphones due to Intel's sponsorship rights in relation to VR; Alibaba could not promote Alipay due to Visa Inc. sponsorship rights; and Intel could not promote end-user applications of 5G due to national sponsorship rights held by KT Corporation.[11][12]

In 2015, Japanese automaker Toyota became the first-ever Worldwide Olympic Partner in the "Mobility" category, beginning 2017. However, Toyota elected to waive its domestic sponsorship rights for these Games to Hyundai Motor Company and Kia Motors, citing their near-dominance of the South Korean automobile industry, as well as their support of the Pyeongchang bid. As a result, Toyota did not perform any Olympic-related marketing in South Korea, the fleet of official IOC vehicles were provided by Hyundai and Kia, while Hyundai used the Games to showcase its Nexo hydrogen fuel cell SUV and self-driving vehicle technology.[13][14][15][16][17]

Sponsors

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Sponsors of the 2018 Winter Olympics [18]
Worldwide Olympic Partners
Official partners
Official sponsors
Official suppliers
Official supporters

See also

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References

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  1. ^ "PyeongChang 2018 Launches Official Emblem". olympic.org. International Olympic Committee. Archived from the original on 18 August 2016. Retrieved 12 August 2016.
  2. ^ "Olympics: 2018 Winter Olympics ... not in Pyongyang". The Manila Bulletin. Agence France-Presse. 26 January 2016. Archived from the original on 31 January 2016. Retrieved 26 January 2016.
  3. ^ "Tiger and bear mascots unveiled for Pyeongchang 2018 Winter Olympics and Paralympics". insidethegames.biz. Dunsar Media Company Limited. 2 June 2016. Archived from the original on 17 November 2017. Retrieved 16 November 2017.
  4. ^ Holt, Christian (12 October 2017). "Steep Hits the Olympics With New Expansion". IGN. Archived from the original on 23 January 2018. Retrieved 23 January 2018.
  5. ^ Frank, Allegra (12 June 2017). "Steep's first expansion is all about the Winter Olympics". Polygon. Archived from the original on 9 February 2018. Retrieved 23 January 2018.
  6. ^ "E-sports just got closer to being part of the Olympics". Business Insider. Archived from the original on 1 February 2018. Retrieved 23 January 2018.
  7. ^ "Intel announce esports tournament to take place in Pyeongchang before Winter Olympics". Inside the Games. Archived from the original on 23 January 2018. Retrieved 23 January 2018.
  8. ^ Zaccardi, Nick (3 November 2017). "Esports event in PyeongChang before Olympics supported by IOC". NBC Olympics. Archived from the original on 7 November 2017. Retrieved 5 November 2017.
  9. ^ "Scarlett becomes first woman to win major StarCraft II tournament". 7 February 2018. Archived from the original on 8 February 2018.
  10. ^ Myers, Maddy (7 February 2018). "Scarlett's StarCraft II Victory Shows How Esports Could Work For The Olympics". Archived from the original on 8 February 2018.
  11. ^ Lunden, Ingrid. "Intel and the IOC ink 7-year Olympics tech deal for VR, drones and more". TechCrunch. Retrieved 3 March 2018.
  12. ^ "On The Ground: Winter Games". Sports Business Daily. Retrieved 3 March 2018.
  13. ^ "Toyota's Olympic quest: How the automaker used Pyeongchang to rebrand". LA Biz. Retrieved 2018-08-09.
  14. ^ "South Korean car companies could still sponsor Pyeongchang 2018 despite Toyota deal with IOC". Inside the Games. Retrieved 2018-08-09.
  15. ^ "Toyota makes up for low profile in PyeongChang with social media engagement". Sportcal. Retrieved 2018-08-09.
  16. ^ Baker, Liana B. "Toyota leaves Pyeongchang podium to South Korean rivals". Reuters. Retrieved 2018-08-09.
  17. ^ "Hyundai, Kia support PyeongChang with 4,100 vehicles, W50b donation". The Korea Herald. 2018-02-08. Retrieved 2018-08-09.
  18. ^ "2018평창". Archived from the original on 2018-07-04. Retrieved 2019-01-02.
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