Samsung Selects TBA Global as Olympic Activation Partner for Vancouver 2010 Olympic Winter Games

February 4, 2010 – New York, NY – Samsung has selected TBA Global, an award-winning connective marketing and communications agency, as its sponsorship activation partner for the 2010 Olympic Winter Games. This is a new relationship.

“The Olympic Games are much more than sports and competition; they are about community, camaraderie and individuals challenging themselves to find inspiration and achieve excellence,” said Gyehyun Kwon, vice president and head of Worldwide Sports Marketing, Samsung Electronics. “Likewise, Samsung seeks to use mobile phone technology and our sponsorship to unify people around the world and help them discover their own WOW moments during the Olympic Games. TBA Global’s live event and new media expertise will help the Samsung brand create engaging experiences that people will want to experience and share.”

At the Olympics, TBA Global will center these experiences at “OR@S” – Samsung’s “Olympic Rendezvous” Pavilion located at David Lam Park. OR@S will become the epicenter of Samsung’s activities during the Vancouver 2010 Olympic Winter Games, providing engaging experiences and unique WOW moments for fans and athletes. It will showcase the brand’s innovative mobile phone technologies, provide live entertainment and serve as a retreat for athletes and spectators.

“We are excited to be the partner chosen by Samsung for the first ever truly digital and social media Olympic Games,” said Mark Shearon, EVP of TBA Global. “The experience we create onsite and the virtual extensions will help Samsung reach local and global consumers. We will provide Olympic Games guests with experiences they will always remember, while making sure they never forget Samsung.“

OR@S will feature an indoor brand pavilion, digital theater, sports simulators, and engagement with the Samsung brand and products at every turn. Samsung will also take an eco-friendly approach to some extent in constructing the OR@S and will provide visitors with easy and intuitive product experiences.

At the Olympics, social networking applications are going to be more important than ever before. At OR@S, Olympic athletes will be able to easily interact with their friends, family and fans both on and offline through Facebook, Twitter, and blogs accessible through a Samsung Olympics web portal. Athletes will collect content about their daily experiences to give audiences unparalleled access – all with the help of Samsung wireless communication products.

About Samsung’s Involvement in the Olympic Games
Samsung began its Olympic Games involvement as a local sponsor of the Seoul 1988 Olympic Games. Beginning with the Nagano 1998 Olympic Winter Games, the company extended its commitment to the Olympic Movement as the Worldwide Olympic Partner in the Wireless Communications Equipment category, providing its proprietary wireless communications program, called Wireless Olympic Works (WOW), and mobile phones. These innovative wireless technologies provide the Olympic Family with real-time information and communications services. Samsung’s commitment as a Worldwide Olympic Partner continues through to the 2016 Olympic Games.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in telecommunication and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices in 61 countries, the company is recognized as one of the fastest growing global brands and a leading producer of mobile phones. For more information, please visit: http://www.samsung.com

About TBA GLOBAL
TBA Global is an award-winning engagement marketing and communications agency that connects brands and people. TBA Global helps brands reach employees, business audiences, and consumers through a wide range of effective digital and live experiences that drive engagement and revenue. TBA Global is ranked among the Top Promotion and Event Marketing Agencies by Advertising Age magazine (May, 2009). The agency is headquartered in New York, NY with offices in North America and the U.K. Join TBA Global online at www.tbaglobal.com, www.facebook.com/tbaglobal or www.twitter.com/tbaglobal.