Kia Motors Launches Marketing Linked to Australian Open... Delivers 130 Official Vehicles

19 Consecutive Years as Official Sponsor of the Australian Open
Last Year's Promotional Impact: $735 Million

Kia global ambassador Rafael Nadal is signing a commemorative autograph on the Seltos. (Photo by Kia)

[Asia Economy Reporter Kim Ji-hee] Kia Motors announced on the 16th that it held an official vehicle handover ceremony for the '2020 Australian Open Tennis Tournament' at Melbourne Park in Victoria, Australia on the 15th. The event was attended by Kia's global ambassador Rafael Nadal and Kia officials.

The vehicles handed over that day totaled 130 units, including 70 Sorentos, 50 Carnivals, and 10 Stingers. These vehicles will be used for protocol and event operations for participating players and tournament officials during the event.

Kia has been the official sponsor of the Australian Open for 19 consecutive years since 2002. Last year, Kia achieved approximately $735 million worth of promotional effect through the Australian Open.

This year, Kia plans to carry out distinctive marketing activities using various digital content. First, Kia will hold a 'Kia Surprise Week' by inviting 12 influencers, including Josh Carrott of the YouTube channel 'Korean Englishman,' which has about 3.6 million subscribers, to create diverse content and deliver the tournament atmosphere.

Additionally, 70 customers from around the world were selected and invited to the Australian Open site. Kia will also run the 'Rafa Fan Fest' program, offering 10 customers selected through an online quiz promotion about Rafael Nadal the opportunity to attend Nadal’s practice sessions and watch matches.

Various experiential events have also been prepared. Kia will provide free mobility services using 30 Seltos for Uber customers traveling from downtown Melbourne to Melbourne Park. A Seltos studio will also be set up near Melbourne Park, where the tournament is held.

A Kia official said, "The Australian Open, one of the world's four major tournaments, is a core part of Kia's global marketing that grows together with Kia. We expect continuous synergy effects between the young and dynamic Kia brand image and the Australian Open."

This content was produced with the assistance of AI translation services.