Kia Promotes New Logo and Slogan at the Australian Open, One of the World's Four Major Tournaments
Support for 130 Vehicles... Large LED and Virtual Tennis Rally Events Held
[Asia Economy Reporter Yu Je-hoon] Kia is strengthening its global marketing by supporting 130 vehicles to celebrate the 20th anniversary of sponsoring the Australian Open, and is promoting its new logo and brand message.
On the 7th, Kia announced that it held the official vehicle handover ceremony and new logo unveiling event for the '2021 Australian Open' at Melbourne Park in Victoria, Australia. Kia and Australian Open officials, as well as players Nick Kyrgios and Dylan Alcott, attended the event.
The vehicles handed over by Kia on this day totaled 130, including 70 Sorentos, 50 Carnivals, and 10 Niros. These vehicles will be used during the tournament for the transportation of participants, VIPs, and tournament officials, as well as to ensure smooth event operations.
Along with the vehicle handover ceremony, Kia plans to promote its new logo and brand message worldwide as the official sponsor of this Australian Open. A large LED booth will be installed to deliver to visitors media art content including Kia's new corporate identity (CI), brand direction, introduction of global ambassador Rafael Nadal, and its eco-friendly vehicle lineup.
Additionally, Kia will leverage its exclusive main sponsor rights of the Australian Open to deliver the newly changed CI logo and brand slogan Movement that inspires to customers worldwide.
Kia is also conducting the Make Your Move program, inviting global customers to a virtual tennis rally with Rafael Nadal in celebration of this Australian Open. The Make Your Move program is a digital promotion that encourages global customer participation through virtual tennis rallies with Rafael Nadal and influencers.
Furthermore, during the Australian Open, Kia plans to enhance promotional effects by providing Rafael Nadal with a tennis bag made in collaboration with global sports equipment company Babolat and masks featuring the Kia logo.
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A Kia official stated, "Having accompanied the Australian Open, one of the world's four major tournaments, for 20 years, we have provided meaningful experiences to global customers," and added, "Going forward, through the synergy between the Kia brand and the Australian Open, we will deliver various inspirations that create new ideas."
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