Kim joins Adecco in reaching new peaks
Kim Clijsters started strong down-under in 2011 with a breathtaking win of the Australian Open on Saturday 29th January. This was Kim’s 4th Grand Slam win and her third since coming back into professional tennis in August 2009, when Adecco became one of her sponsors. Moreover, Adecco’s 3-year sponsorship of the Davis and Fed Cup male and female tennis team competitions gets into full swing this month. The scene is set for Adecco countries to fully leverage our commitment to the world of sports that is so in tune with Adecco’s values. AGN reports on Kim’s latest win and we also speak with Olivier Kipfer from Group Communications about the tools available to the countries to communicate our successful partnership with a true sporting superstar
In the final Kim triumphed over ninth sees Li Na by two sets to one: 3-6 6-3 6-3. Twenty-seven year old Kim has now won back-to-back Grand Slam titles and will rise to second in the world rankings (WTA). Li Na, who beat Kim the last time they played in Sydney, was the first Chinese play to reach a Grand Slam Single Final. Kim was thrilled to win her first Grand Slam success outside of the US and add to her three US Open titles won at Flushing Meadows. Kim, who was a beaten finalist in Melbourne in 2004, was delighted to finally win the Australian title having come close to clinching it before, "I will enjoy this win, especially here in Australia," she said. "It's a country which I have always loved coming to and where I have always been well-received.”
AGN: Olivier, please remind us how we are allowed to promote our sponsorship with Kim:
Olivier Kipfer: "As you have seen, Kim’s kit has prominent Adecco branding, as do some member of her back-up team. That’s great, but it does not stop there. We also have rights to use Kim’s name, photographs, drawings, signature and symbols in promotional print campaigns. These can take the form of leaflets, posters, bus shelters and/or bus campaigns, billboards, websites and point-of-sales material".
AGN: Tell us about the latest promotional materials that you’ve made and where they can be accessed?
Olivier: "In Belgium last December Adecco had a fantastic exclusive photo shoot with Kim from which we have developed a lot of new material for the markets. We have a whole range of images of Kim, some in ‘traditional’ sporting gear and others in smart attire in an office environment. We have also created a sample advert that shows just how easy it is to leverage our association with Kim. It is headlined ‘Playing a part in great matches worldwide’. Colleagues can access all videos, pictures and the sample adverts on our intranet.
And not least, I would like to encourage colleagues to take a look at the video we made "The Making of Kim Clijsters Photoshoot” http://www.youtube.com/user/clijsterstube/
AGN: So how do you suggest countries use the materials and strengthen the Adecco connection with Kim:
Olivier: "Tennis is a true global game. Major Grand Slam tournaments take place in Australia, France, the UK and the US as well as major events in other countries. It creates good opportunities in those countries to leverage our engagement with Kim and tennis overall. The Fed Cup matches will be going on regularly worldwide and countries should definitely consider making the Kim and Fed Cup connection via advertising or promotion there.
To encourage countries to capture the Kim spirit we have created a special competition. A signed original Win4Youth t-shirt from Kim’s photo shoot will be the prize for the country with the most creative Kim related communication! by Thursday, March 31, 2011. The winning country will receive the signed Win4Youth t-shirt".
AGN: Thanks Olivier and good luck to Kim for the rest of 2011.
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