The Bank of China (BOC), partner of the Beijing 2008 Olympic Games, disclosed for the first time in Beijing its Olympic marketing strategy on August 25.

Hua Qingshan, vice president of BOC in charge of Olympic businesses, gave a detailed introduction of the bank's Olympic marketing strategy.

Hua said, it is the goal of BOC in its participation in the Olympic Games to "promote development through the Games and assist the Games with development", which is also the core of the bank's Olympic marketing strategy.

From this year, all the outlets of BOC will use new signs incorporating the Olympic sign. Besides, its specialized team will provide complete financial services to the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG), develop financial information management system for it and open foreign exchange and Renminbi financing services that suits it best. Meanwhile, the bank will develop personalized financial service products to meet the needs of the general public.

Hua said the bank will make full use of the exclusion principle and the marketing rights and interests bestowed on the Games partners in its Olympic marketing and fully integrate the present resources to open new Olympic chapters through innovation in product, account marketing, promotion campaign, press publicity, Olympic theme sponsorship and on-site display. The bank aims to realize interactive enhancement and a win-win situation between Olympic Games and the BOC on the special global platform.

By People's Daily Online