Large & small companies promoting IAAF tourney in Daegu

Domestic companies have stepped forward to ensure a successful hosting of the IAAF World Championships Daegu 2011 from Aug. 27 through Sept. 4.

Discounts and various events are scheduled to attract more spectators. Certain companies will hold events that allow spectators to enjoy the event like a festival. Other companies will invite regional representatives of related companies and overseas partners.

○ Invitation and discount campaigns

Samsung Group, which played a pivotal role in Korea`s successful bid to host the 2018 Winter Olympic Games in Pyeongchang, Gangwon Province, has designated its flagship company Samsung Electronics as the group’s official sponsor of the IAAF tournament.

Samsung Electronics is seeking to conclude advertising contracts with world-class athletes to promote track and field sports, which are relatively less unpopular in Korea.

It has also launched “Samsung Smart Race,” a digital world athletic meet developed to raise global interest in the Daegu sports event and the host city. In the game, people from all over the world come to Daegu via websites and mobiles phones to accomplish a variety of missions.

Samsung Electronics will also hold a tour for the athletes` families next month and in August to invite its customers and staff from its major overseas partners to Daegu Stadium, the venue of the championships.

To attract younger spectators, Samsung Electronics and Daegu will host the Smart Music Festival featuring Korean pop singers including Rain, 2PM, CNBLUE, Se7en, 2NE1, 4minute and Psy.

For its part, Korean Air will offer discount flights to competition participants to help pack Daegu Stadium to capacity. A 30-percent discount will go to more than 2,300 overseas participants invited by the Daegu organizing committee more than 1,700 who will join the championships at their own expense will get 10 percent off.

In addition, the number of daily flights operating on the Incheon-Daegu route will be increased from two to 17 over the tournament period for the convenience of participants.

Daesung Energy will invite to Daegu the heads of 33 city gas corporations nationwide. This is to boost public interest in and liven up the mood of the sporting event by attracting people from other regions.

○ Sharing expertise

Certain companies are sharing their expertise to ensure the success of the Daegu championships SK Telecom, KT and LG U Plus have agreed with Daegu to operate free Wi-Fi zones at 400 places in the city, including Daegu International Airport, train stations, bus terminals, international cultural and industrial districts, and major hotels.

The three mobile carriers selected the places based on where they think participants and tourists will frequent to allow them to enjoy the festivities online and offline.

Samsung Electronics will provide home appliances such as TVs and refrigerators at the athletes` village and games offices. Smartphones and tablet PCs will also be provided for smooth operation of the games.

○ Smaller companies, religious groups take action

Smaller conglomerates and small to mid-size companies are also doing their part to help the championships. Kumbokju, a Daegu-based mid-size enterprise, has donated 5 billion won (4.7 million U.S. dollars) and Korea OSG bought 10 million won (9,400 dollars) worth of tickets to the games for its employees.

Korea OSG CEO Jeonng Tae-il said, “We couldn’t donate a huge sum since we`re a small company, but we`re trying to be helpful as a local company.”

The Daegu Chamber of Commerce and Industry has also led a campaign to urge smaller conglomerates and small to mid-size companies based in Daegu to buy tickets to the event. Daegu Bank has pledged to buy 243 million won (230,000 dollars) worth of tickets as well.

Religious groups are also taking action. The Korea Buddhist Culture Center of the Jogye Order will provide opportunities for foreign athletes to stay at Buddhist temples. In cooperation with the Daegu city government, the Buddhist center is preparing a one-day “Temple Life” program to allow athletes to experience Buddhist culture at Donghwa Temple in Daegu.