SAMSUNG Olympic Games Campaign Launched with New Mobile Phone Liu Xuan Made New SAMSUNG Olympic Ambassador

Samsung Electronics, an official Worldwide Partner of the Olympic Games in wireless communications equipment, launched its campaign for the Beijing 2008 Olympic Games together with three of its new, high-profile mobile phones designed especially for this grand event. Also announced today was the nomination of Liu Xuan, an Olympic gymnastics champion, as Samsung’s Olympic Ambassador during the Beijing 2008 Olympic Games.

At the Samsung Olympic Games Campaign Launch held in Beijing’s Diaoyutai State Guesthouse, Samsung also announced the Samsung Olympic Games Visual Identity System (SOVIS), Samsung ’s Olympic Torch Relay Plan, as well as a brief introduction to the Olympic Rendezvous @ Samsung (OR@S). Samsung is committed to building wireless Olympic Games through its Wireless Olympic Works (WOW).

In attendance at the Samsung Olympic Games Campaign Launch was Mr. Geesung Choi, President and CEO of Telecommunication Network Business of Samsung Electronics, Mr. Keun-Hee Park, President and CEO of Samsung China, Mr. Inyong Rhee, Senior Vice President and Chief Communications Officer of Samsung Electronics, Mr. Wang Wei, Executive Vice President and Secretary General of the Beijing Organizing Committee for the Games of the XXIX Olympiad .

“As an official Partner of the Olympic Games for wireless communications equipment, Samsung contributes significantly to the Olympic Games by delivering leading wireless communication technologies, services, and support through the Wireless Olympic Works program. Samsung will go that extra mile to support the Beijing 2008 Olympic Games,” said Mr. Geesung Choi.

Acknowledging Samsung’s support for the Beijing 2008 Olympic Games, Ms. Yuan Bin, director of the Marketing Department of t he Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG) said, “Samsung’s experience in sponsoring previous Olympic Game s and its leading technologies in wireless communication s makes it an indispensable part of a successful Beijing 2008 Olympic Games.”

Samsung Electronics began its sponsorship with the China Gymnastics Association in 2006. For winning China ’s first gold medal for the balance beam at the Sydney 2000 Olympic Games, Liu Xuan was appointed Samsung’s Olympic Ambassador. Samsung has complete confidence in its marketing campaigns with Liu as its Ambassador. Liu is also the first Chinese national nominated to be a Samsung Olympic Ambassador, following Australian runner Cathy Freeman at the Athens 2004 Olympic Games, and Italian skier Alberto Tomba at the Torino 2006 Olympic Winter Games.

Samsung also unveiled the E848 mobile phone designed especially for BOCOG, as well as the P318 and the U308 for joint marketing campaigns with China Mobile. Samsung plans to enhance its brand awareness with this delicate, slide-open E848 handset, and improve the brand perception of both Samsung and C hina Mobile through their joint promotion of the P318 and the U308 for CMCC network.

Committed to delivering the wireless Olympic Games , Samsung plans to implement its WOW program, which will distribute Olympic Games -related text messages as well as other upgraded, Olympic Games -related services, such as customized SMS and business information for flexible applications.

SOVIS (Samsung Olympic Games Visual Identity System) , unveiled for the first time, incorporates the oval Samsung logo and the Olympic Rings to highlight the integration of Samsung’s corporate philosophy of “change and reform for steady development” and the Chinese people’s desire for a better future. The new SOVIS, to be used in all Samsung’s Olympic-themed marketing events, is an important part of Samsung’s various Olympic Games campaigns, and is expected to help bring Samsung and the Olympic Games closer together.

Samsung Electronics will select 1,500 torchbearers and use the SOVIS Partner Relay L ogo during all its marketing events. These torchbearers will come from 113 cities in 31 provinces, autonomous regions and municipalities in the Relay Mainland China Sector , as well as 2 2 cities in five continents (countries and regions) in the Relay Overseas Sector . Samsung Electronics will launch a series of public events around its wireless products to drive Samsung’s brand value in all major cities along the torch relay route.

Samsung is committed to building the OR@S, aiming to make it the most appealing Olympic Games attraction in the world. Serving as a venue for showcasing Samsung’s advanced technologies and brand image, the OR@S was first launched at the Sydney 2000 Olympic Games, and has been popular ever since, attracting more than 1 million visitors at each Olympic Games.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in telecommunication, digital media and digital convergence technologies with 2006 parent company sales of US$63.4 billion and net income of US$8.5 billion. Employing approximately 138,000 people in over 124 offices in 56 countries, the company consists of five main business units. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of mobile phones. For more information, please visit www.samsung.com.