Samsung asked Edelman to develop and execute a PR plan to showcase a variety of programmes and events around its sponsorship of the 2006 Olympic Winter Games in Torino. Edelman put together an international team to deliver Samsung messages to media and consumers internationally over the course of a year.
Work began in May 2005 with a press conference in Torino announcing Samsung’s yearlong global marketing plan. The team also managed PR for Samsung’s 2-month, 64-city Olympic Torch Relay. We designed creative promotions and media partnerships to help secure some of the 1,900 torchbearers and helped recruit celebrities and athletes to participate. We managed press relations along the route and relocated to Torino for the duration of the Games.
We created and supported more than a dozen media events at the Samsung pavilion and managed PR for Alberto Tomba, who carried the Olympic flame during the opening ceremony and was sponsored by Samsung. We secured the attendance of more than 100 members of the media from international and major national outlets.