SBD/January 8, 2014/Marketing and Sponsorship

USG Rebranding Includes Sponsorship Of U.S. Olympic And Paralympic Teams

USG Corp. is "launching a rebranding campaign -- only the third in its 111-year history -- with a Team USA sponsorship at the center," according to Kate Maddox of AD AGE. USG was "severly affected by the recession," and as part of its rebranding, USG "inked a four-year deal to be the official building-materials sponsor" of the U.S. Olympic and Paralympic teams. USOC Associate Communications Dir Jon Mason said USG's sponsorship "is a little bit of a departure" because the USOC typically has deals with "major global brands with a significant impact." USG will "provide materials to help build the Citi-sponsored USA House in Sochi," and also is "providing materials to help build the Olympic Training Center in Colorado Springs." Ad agency Gyro Exec Creative Dir Doug Kamp said that a "major goal is to raise brand awareness of USG, which makes drywall and other products for the construction industry." In the ads, images "morph from building scenes to life-achievement scenes." One ad "has an image of an installer carrying a sheet of drywall, which becomes a ski slope over which a Team USA snowboarder is jumping." The campaign also includes "online video and social media, featuring stories of Olympic and Paralympic athletes and the challenges they've had to overcome in their journey." USG "isn't planning TV ads" during NBC's broadcast, "although it is considering local TV spots in key markets" (ADAGE.com, 1/7).
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