Objective: As Panasonic gears up for the upcoming Olympic Games in Turin, Italy, the company has tapped Alan Taylor Communications (ATC) to lead marketing communications efforts.
"Alan Taylor Communications was brought in to leverage Panasonic's top sponsorship for the Olympics," said Bret Werner, ATC managing partner. The electronics company is hoping to raise awareness of its own role in the games - the way in which it brings the events into the homes of viewers.
Idea: Panasonic and ATC will focus on how the company's state-of-the-art video, audio, and broadcast equipment enhances the Olympic viewing experience for people around the world.
The PR team is working with gold medallist skier Picabo Street, who retired in 2002. Street will serve as a spokeswoman on the campaign. In addition, Panasonic is sending its video production equipment to more than 200 inner-city schools around the country as part of its "Kids Witness News" program. Students will be able to create videos about the Olympics.
Tools: Werner noted that ATC would promote the two programs primarily through media relations, with Street conducting a media tour for the brand. Students involved with "Kids Witness News" will have the chance to interview Olympic athletes as part of a documentary of the Games. ATC is also charged with building awareness of that project, Werner added, and hopes to give products to athletes for them to use and hopefully promote.
Measurement: Panasonic will build awareness of its global brands across a wide range of audiences, with the goal of boosting sales. It will also stress the company's roots in Olympic history, with sponsorships dating back to the 1988 Winter Games. n
Campaign: Leveraging 2006 Winter Olympics sponsorship
PR Team: In-house and Alan Taylor Communications
Other marketing: No advertising, only PR
Launching: January 2006