XFMedia will oversee the administration’s China All Stars Olympic promotion group, which aims to popularise and promote the Games and Chinese culture on a global level.
Leading up to the Games, the GAS will organise and manage public activities, cultural performances and charitable competitions with official Olympic partners, sponsors and suppliers.
Film and TV stars from China, Hong Kong and Taiwan will take part in the communications strategy as part of 10 All-Star teams, including soccer and basketball.
XFMedia will also handle the creative of Olympic Live Sites, which will feature large LED screens for viewing in plazas across China.
