Turning England's Medal Winners Into Gold
The Story

You may remember that the GB Taekwondo team did very well at the London Olympics. Jade Jones and Lutalo Muhammad carried off gold and bronze medals respectively and Jade is now ranked No. 1 in the world at her weight.

Korean tyre brand Kumho has given great support to British Taekwondo, the argument for sponsorship being obvious. As Marketing Director John Thrupp says, “Taekwondo began life in Korea and now it’s doing very well over here – just like Kumho Tyre.”

Taekwondo was first developed just after World War II, and became an Olympic sport in 2000. It’s all about kicks – high kicks to head height – and is spectacular to watch. It’s also truly international. A look at the world rankings reveals many nationalities represented. The Koreans aren’t keeping this good thing to themselves – another connection with Kumho.

Brand In Action’s brief was to announce and exploit Kumho’s sponsorship of the sport in tyre dealer outlets and at the company’s National Sales Conference.

Under the theme ‘Kick Start Your Sales With Kumho’, we developed scripts and activities for the conference, posters and other material for dealer outlets and sent a real Taekwondo belt to invite tyre retailer principals to the event.

At the conference, Kumho’s MD delivered his keynote presentation wearing a Taekwondo outfit and a team of Taekwondo experts gave a demonstration.

The event and the promotion were both very successful at raising team spirit and sales. The belt invitation did pretty well too – it picked up Silver at the Summit Communications Awards!

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.

Call us:
0161 926 8444

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

Call us:
0161 926 8444

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.