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Australian Open Tournament Director Craig Tiley said Grand Slam is proud of its long-standing relationship with Kia.
“Kia has contributed to the success of the Australian Open over the past 20 years, and we are grateful for their continued commitment to the tournament,” said Tiley.
“In a chapter full of Australian Open firsts, Kia Australia’s very first hybrid electric vehicle will make its debut among Kia’s fleet of 130 courtesy vehicles, which will transport players and tournament officials.
“This is an exciting, lasting development of the Australian Open, and we look forward to continuing our successful partnership with Kia.
The launch of the new Kia logo celebrates the carmaker’s bold vision and transformation for the future. The sleek new logo unveils new brand direction and a new slogan ‘A movement that inspires’, representing Kia’s ambitions to establish a leading position in the future mobility market and its desire to become an icon of the change and innovation.
The focus on inspiring customers as their mobility needs evolve, popularizing electric vehicles and creating a tailor-made offering to meet the needs of the local Australian market are examples of this new brand vision. in action.
Due to the pandemic, considerable changes have taken place in both the event schedule and the field experience at the Australian Open in 2021. Kia has adapted its field presence to the Grand Slam Oval in the Melbourne Park neighborhood this year to bring their brand new evolution to life not only for tennis fans, but also for the broadcast and digital audience.
Kia’s Australian Open activation will focus on a first of its kind digital LED cube display, the construction consists of a screen 12 meters wide by 2.6 meters high and displays the new EV vehicles from Kia for the first time in Australia.
Entitled ‘Kia-Morphia’, the LED digital cube installation is set to amaze audiences with an immersive 3D anamorphic illusion created to represent ‘The Movement That Inspires’. With impressive animations of Raphael Nadal in action, Kia’s new line of EV vehicles and visuals that recreate natural elements to represent the brand’s new direction, Kia-Morphia presents a visual feast like no other.
Chief Marketing Officer of Kia Australia Dean Norbiato said the shift in focus presents a unique opportunity for Kia to gain more engagement and interaction from tennis fans and the public throughout the Australian Open.
“Placing the fan experience at the heart of our Australian Open experiential strategy has always been key, but with a very different image this year, we had to cater to the larger digital and broadcast audience, which could in fact mean more eyeballs than ever. Norbiato said.
“Our Kia-Morphia facility is the first thing that catches your eye when visiting the Grand Slam Oval in Melbourne Park and has an organic appeal, which helps spread awareness of the new brand further.”
Kia’s Kia-Morphia installation and a collection of Kia’s EV vehicles will be on display on the Grand Slam Oval at the Australian Open from Monday, February 8, for two weeks.
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