Panasonic Canada begins year of Olympic marketing
Panasonic Canada of Mississauga has begun a year-long marketing program tied to its sponsorship of the Vancouver 2010 Olympic Winter Games. The company is a global sponsor of the games in the video and audio equipment category. Part of the initiative is the company's previously-announced "HD Moments" ad campaign, which makes use of video footage shot by five members of the Canadian alpine ski team. This campaign was developed by The Hive Strategic Marketing of Toronto. Panasonic extended this campaign with an event in Whistler, BC last week to mark the start of the on-year countdown to the start of the games. The event featured demonstrations of the company's display screens and video cameras, as well as an appearance by former Olympic skier Brian Stemmle. Over the weekend, the company also installed a mobile video screen 42 square metres in size at the Richmond Winterfest in Richmond, BC. Panasonic has also begun a media campaign for its Lumix line of digital still cameras and its Viera line of TV sets. The campaign consists of two backlit billboards at Vancouver International Airport.