Kia to Launch Global Marketing Linked to 2022 Australian Open

[Asia Economy Reporter Changhwan Lee] Kia announced on the 12th that it will embark on full-scale global marketing starting with the official vehicle handover ceremony to mark its 21st anniversary of sponsoring the Australian Open.

On the same day, Kia held the official vehicle handover ceremony for the ‘2022 Australian Open Tennis Tournament’ at Melbourne Park in Victoria, Australia, attended by Kia and Australian Open officials, Rafael Nadal, and Dylan Alcott.

The vehicles handed over included a total of 130 cars: 70 Sportage, 50 Carnival, and 10 EV6 models, which will be used during the tournament for the transportation of participating players, VIPs, and tournament officials, as well as to ensure smooth event operations.

In line with its brand vision to provide sustainable mobility solutions for the Australian Open, Kia plans to conduct the ‘Aces for Oceans’ digital campaign aimed at contributing to marine environmental cleanup.

Aces for Oceans is a digital campaign that, through campaign videos and social media during the Australian Open, encourages collective efforts to prevent the ocean from becoming increasingly polluted by plastic waste and to create a sustainable environment.

As the official sponsor of the Australian Open, Kia plans to carry out various marketing activities including operating an EV6 exhibition booth and promoting digital content during the tournament.

Additionally, Kia will unveil the ‘Kia Arena,’ the fourth largest stadium at the Australian Open with a seating capacity of 5,000, to on-site visitors and global viewers.

The Kia Arena will serve as an official venue for the Australian Open and will be utilized as a cultural, artistic, and sports landmark even after the tournament.

A Kia representative stated, “Having accompanied the Australian Open, one of the world’s four major Grand Slam tournaments, for 21 years, we have provided meaningful experiences to global customers,” and added, “We plan to continuously offer new brand experiences through the synergy between Kia and the Australian Open in the future.”

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