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ZIC Welcome you to the Coke Side of Life! |
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Friday, 11 August 2006 |
“We see a very positive brand impact for Coca-Cola in associating with
South-China’s most successful motorsports events” says Keith Wong,
Revenue Growth Management Director at Coca-Cola China.
On June 6 this year, Coca-Cola, the leading brand in the market of
carbonated beverages in China, signed a partnership with Zhuhai
International Circuit Ltd, to become the 2006 Official Drink of a
series of events held at ZIC: the Pan Delta Super Racing Festival and
the Asia Festival of Speed.
Probably the most successful and influential motorsport event in South
China in 2006, the Pan Delta Super Racing Festival combines motorsport
talents from South East Asia, Hong Kong, Macau and China in a friendly,
interactive and entertaining environment to broaden its influence and
enhance its attractiveness. In April, the event attracted well over
20,000 fans over the race weekend and was televised by 10 TV stations.
The racing festival’s mass appeal and broad coverage plus motorsport’s
exciting, young and fashionable image are precisely the reasons why
Coca-Cola has decided to use it as one of the platforms to promote its
brand in the South-China region.
Keith Wong, Coca-Cola China Revenue Growth Management Director remarks:
“Coca-Cola has a long tradition of supporting large international
sports events and we see that the Pan Delta Super Racing Festival is a
great way to contribute to the development of Sports in China via its
leading Brand Coke that unites audiences from all walks of life with
passion for sports.
Coca-Cola China and ZIC are already reaping the fruits of their
collaboration on this series of events. ZIC Group Executive
Vice-President Cynthia Lim comments: “By the end of the 3rd event
sponsored by Coca-Cola, the brand has already generated a media value
worth more than its sponsorship investment. This is much more than can
be expected from a typical sponsorship investment. A sponsorship
program can be considered successful if the sponsor recoups about half
of its investment in equivalent media value. ZIC’s Management Team
seeks to exceed its partners’ expectations”.
ZIC is the first FIA approved International Standard Racing Circuit in
China and plays host to a series of major motorsport events including
the Pan Delta Super Racing festival, Asia Road Racing Championship,
China Circuit Championship and the FIA GT (China Round). Over the
years, events held at the circuit have evolved to become an important
staging ground for both race enthusiasts and companies seeking to use
sponsorship to build their brand identities. ZIC is managed by a group
of dedicated professionals from diverse international backgrounds whose
mission is to deliver value to all stakeholders of the company.
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Last Updated ( Sunday, 07 January 2007 )
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