Although the mandate will not be publicly announced until next week, “things are looking good” between Betterway and Samsung, says an industry insider.
The torch campaign will be held in 97 cities across mainland China. Hong Kong and Macau might be added; a sum total of 99 cities. The campaign will bring the torch into “a city a day” for the 99 days leading up to the opening of the games in Beijing on 1 August 2008. Samsung shares the OTR sponsorship with Lenovo and Coca-Cola.
The torch campaign will be held in 97 cities across mainland China. Hong Kong and Macau might be added; a sum total of 99 cities. The campaign will bring the torch into “a city a day” for the 99 days leading up to the opening of the games in Beijing on 1 August 2008. Samsung shares the OTR sponsorship with Lenovo and Coca-Cola.
Samsung’s OTR campaign will be aimed at a wide swathe of the population. “The core target audience will be the 15-40 year olds, the mobile phone using generation,” says one source.
Betterway’s large local presence in China combined with the company’s sports marketing experience are believed to have swayed Samsung in its favour.
