Lenovo Launching "Ambitious" Ad Campaign Ahead Of Olympics

Lenovo Rolling Out Ad Campaign To Coincide With Beijing Olympics

Lenovo has begun an "ambitious ad campaign to coincide" with this summer's Beijing Olympic Games, according to Frank Norton of the Raleigh NEWS & OBSERVER. Lenovo is rolling out print and online ads, and will launch TV spots "closer to the start" of the Games in August. Lenovo VP/Global Consumer Marketing Craig Merrigan said that the Olympic Games are a "rare, if not pivotal, opportunity for the brand to define itself beyond Asia." Much of Lenovo's effort, which will claim that its computers are the "best engineered and are a mark of quality for the savvy and aspiring," will be "aimed at getting U.S. consumers to buy its IdeaPad line," which debuted in January. Merrigan said of the company's strategy: "If people view PCs as an assembly of standardized parts, they're not going to be willing to pay much for one versus another. But if they're considering how the computer reflects on them or is an expression of their personality and values, there's brand loyalty, emotional excitement and, frankly, a more profitable product" (Raleigh NEWS & OBSERVER, 5/14).