China’s hosting of the Olympic Games is the realization of a dream. For Bank of China (BOC), sponsoring the Games not only helps promote its brand both at home and abroad, but also improves the lending giant’s corporate culture.

Olympics sponsorship is an important part of the company’s long-term marketing plans. Combining public relations (PR) with the Games is a part of BOC’s internationalization.

After joining the World Trade Organization five years ago, China is now opening its banking industry to international competition from global banks - which Chinese banks still lag behind since most local lenders are focused on Chinese clients and are not completely familiar with international standards.

But BOC is developing sophisticated marketing and PR to better compete, and the Games give it an opportunity to promote itself in front of the world.

The strategy is part of BOC’s Olympic marketing plan implemented over the past four years, which includes advertising, media cooperation, sponsorship of sports competitions and athletes, event marketing and activities held among its staff.

As a partner of the Olympic Games, the bank knows it is important to promote new products and services created for the Olympics and strengthen the impact of its brand through cooperation with the media.

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