ASIA-PACIFIC – BEIJING, CHINA, APRIL 2011 – Premium ice cream brand Häagen-Dazs has announced Ogilvy Sports as its promotion and strategy consultant for its 2011 sports star sponsorship. Ogilvy Sports will provide Häagen-Dazs with integrated communications services including product promotion and online engagement around the sponsorship of 2011 Australian Open runner-up Ms. Li Na as Häagen-Dazs’ brand ambassador for 2011.
Ogilvy Sports will assist Häagen-Dazs to develop online and offline marketing campaigns, using platforms like micro-blogs and mini-websites to communicate with consumers, and strengthen the interaction between fans of Häagen-Dazs and fans of Li Na.
Wei Qiang, director of Ogilvy Sports, said, “Many brands lack an in-depth understanding of sports resources and this makes it difficult for companies to best utilize sports and sports events as marketing tools. We’re big fans Li Na and Häagen-Dazs, and I’m positive that our expertise and experience will help them to integrate resources, explore sports stars’ sponsorship potential and spark creative ideas that will bring even greater benefits to the brand.”
As the leader in the field, Ogilvy Sports has abundant experience helping clients in sports marketing during the 2008 Beijing Olympic Games, 2010 Guangzhou Asian Games, 2010 South Africa World Cup and other major international sporting events.
Ogilvy Sports has also provided sports marketing consulting services to Red Bull for several years.
