Panasonic is boosting its brand with gold medalist Picabo Street to help support the company’s global sponsorship of the 2006 Olympic Winter Games in Torino, Italy.
Under the agreement, Street will make four public appearances for the Panasonic brand, with her first planned next month at the 2006 International Consumer Electronic Association in Las Vegas.
Street will appear at area schools as part of Panasonic’s ongoing Kid Witness News Program, an educational program that provides an assortment of digital video equipment to kids in more than 200 schools. Through the program, kids research, write, act in, produce, direct videos based on subjects they learn about in school. The videos are then submitted for review in the annual New Vision awards video contest.
“We were looking for a celebrity Olympian to support out Olympic marketing program and lend some visibility to it,” said Terry Shorrock, director of shows, events and sponsorships for Panasonic Corp. “We selected Picabo because of her appeal to our target demographics.”
In Torino, Street will write an online diary detailing her experiences and observations at Panasonic.com Olympics during her stay at the Olympic Winter Games. The online diary launches Jan. 11. Members of the USA Luge team will also contribute to the site with similar diaries, Shorrock said.
Panasonic targets consumers 18 to 33. The brand has been a worldwide Olympic sponsor since the 1988 Calgary games, providing digital TV, audio and video technology equipment to many National Olympic Committees.
During the campaign, Panasonic will offer a gift with purchase program. Consumers who buy Panasonic items online will receive an Olympic pin set while supplies last. The campaign runs Jan. 27 through February; p.r. and online materials support.
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