2018 Winter Olympics marketing

Intel Extreme Masters Season 12 – Pyeongchang
Tournament information
Sport	Katowice 2018 →

2018 Winter Olympics marketing was a long running campaign that began when

won its bid

to host the games in 2011.

Symbols

Emblem

The emblem for the Games was unveiled on 3 May 2013. It is a stylised representation of the

CamelCase as "PyeongChang", in order to alleviate potential confusion with Pyongyang, the similarly-named capital of neighbouring North Korea.^[2]

Look of the Games

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

The

strong association with Korean culture and folklore

.

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

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

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

self-driving vehicle technology.^[13]^[14]^[15]^[16]^[17]

Sponsors

Sponsors of the 2018 Winter Olympics ^[18]
Worldwide Olympic Partners	Alibaba Group Atos Bridgestone The Coca-Cola Company DowDuPont (Dow Chemical Company ) General Electric Intel Omega SA Panasonic Procter & Gamble Samsung Electronics Toyota Visa Inc.
Official partners	Hyundai Motor Company Kia Motors Korea Electric Power Corporation Korean Air KT Corporation LG Electronics Lotte McDonald's POSCO SK Group (SK Telecom) Samsung VF Corporation (The North Face)
Official sponsors	EF Education First Hanwha (Hanwha Life Insurance ) Naver Samsung Group (Samsung Life Insurance and Samsung Fire & Marine Insurance) SsangYong Information & Communication Corp Aggreko KEB Hana Bank Shinsegae Food CJ Group Korea Hydro & Nuclear Power Korea Land and Housing Corporation Kangwon Land
Official suppliers	BKL (Bae, Kim and Lee) Bombardier Inc. Daedong Industrial Hanjin Group (Hanjin and Hanjin Travel) Hanssem Huawei Pagoda Academy PricewaterhouseCoopers (Samil) S-Oil Samsung Group (Samsung C&T Corporation and Samsung Securities) Seoul Tent Hyundai Department Store Daewon Rental KMIG Korea Airports Corporation EWP Incheon International Airport Corporation Korail Technogym
Official supporters	DYFlag Interpark Hancom Douzone Smart Planet Daegwanryoung Hanwoo Ottogi Noodle Lovers Cheorwon Odae-ssal KukDong Metal Fence Co., Ltd Influential Inc. Kelly Services Somunsa Maeil Dairies Heongseong County Jet Set Sports DY Corporation Hoengseong Hanwoo LS Group Airbnb Gangwon Ginseng Nonghyup Gangwon Potato Nonghyup Hanbando Nonghyup Jeongseon Apple Solaewon Bauerfeind iLUKA KEPCO E&C KEPCO KPS KEPCO NF KEPCO KDN Korea Minting and Security Printing Corporation Korea Sports Promotion Foundation

References

^ "PyeongChang 2018 Launches Official Emblem". olympic.org. International Olympic Committee. Archived from the original on 18 August 2016. Retrieved 12 August 2016.
The Manila Bulletin. Agence France-Presse. 26 January 2016. Archived from the original
on 31 January 2016. Retrieved 26 January 2016.

^ "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.

^ 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.

^ 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.

^ "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.

^ "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.

NBC Olympics. Archived
from the original on 7 November 2017. Retrieved 5 November 2017.

^ "Scarlett becomes first woman to win major StarCraft II tournament". 7 February 2018. Archived from the original on 8 February 2018.

^ 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.

^ Lunden, Ingrid. "Intel and the IOC ink 7-year Olympics tech deal for VR, drones and more". TechCrunch. Retrieved 3 March 2018.

^ "On The Ground: Winter Games". Sports Business Daily. Retrieved 3 March 2018.

^ "Toyota's Olympic quest: How the automaker used Pyeongchang to rebrand". LA Biz. Retrieved 2018-08-09.

^ "South Korean car companies could still sponsor Pyeongchang 2018 despite Toyota deal with IOC". Inside the Games. Retrieved 2018-08-09.

^ "Toyota makes up for low profile in PyeongChang with social media engagement". Sportcal. Retrieved 2018-08-09.

^ Baker, Liana B. "Toyota leaves Pyeongchang podium to South Korean rivals". Reuters. Retrieved 2018-08-09.

^ "Hyundai, Kia support PyeongChang with 4,100 vehicles, W50b donation". The Korea Herald. 2018-02-08. Retrieved 2018-08-09.

^ "2018평창". Archived from the original on 2018-07-04. Retrieved 2019-01-02.

Retrieved from "https://en.wikipedia.org/w/index.php?title=2018_Winter_Olympics_marketing&oldid=1211132588"

[1] "PyeongChang 2018 Launches Official Emblem". olympic.org. International Olympic Committee. Archived from the original on 18 August 2016. Retrieved 12 August 2016.

[notpyongyang-2] 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] 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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