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SAMSUNG Olympic Games
marketing activities:
About 400 prominent Samsung Group
Executives, including its chairman and CEO Mr. Lee Kun-hee, will
converge on Athens, Greece, to kick start its full-scale Olympic Games
marketing activities.
A chairman Mr. Lee plans to leave the country on Friday to
participate in the general meeting of the International Olympic
Committee (IOC) and the Olympic Games opening ceremony on August
13, according to the Samsung Group on Wednesday.
Mr. Lee¡¯s schedule also includes a visit to the Samsung
Slovakia and Samsung SDI plants in Hungary.
The vice chairman and CEO of Samsung Electronics Yun
Jong-yong will also go to Athens and carry the Olympic torch,
his 6th time in an international sporting event.
Samsung is determined to take full advantage of its position
as an official sponsor of the 2004 Athens Summer Olympic Games
to elevate its brand image and appeal to about 1.5 million
estimated visitors to Athens during the 17-day Summer Games.
A big billboard advertising Samsung¡¯s latest cellular
phones has already been set up in front of the departure
terminal at the Athens International Airport, and many more such
billboards and its advertising booths will be established
throughout the Olympic venues.
Free international phones calls through Samsung¡¯s cellular
phones will be available to players and game officials at its
promotion booth near the main stadium, Samsung said.
Samsung regards the Athens Olympic Games as a golden
opportunity to promote itself again as a leading multinational
corporation as it saw its brand value jump to $12.5 billion this
year from $3.2 billion when it first sponsored the Nagano Winter
Olympic Games held in Japan in 1998.
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