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FRANKFURT, Germany - Samsung Electronics is taking an advanced cultural marketing strategy to Germany, where its funding for a foundation restoring historic buildings means it benefits from super-sized billboards at restoration sites.
Samsung chose six major German cities - Berlin, Hamburg, Munich, Frankfurt, Stuttgart, and Cologne - and since 2003 has funded restoration projects there. The reward is huge Samsung billboards at the gate of the Schloss Charlottenburg in Berlin, and in the Saint Bartholomew Cathedral - or St. Bartholomaus Dom - in Frankfurt. The posters will attract the attention of locals and tourists until the restoration is completed.
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A super-sized billboard is set up on the roof of the Frankfurt Opera House in Germany. Samsung Electronics has been funding numerous restoration projects of cultural assets in Germany as a part of its cultural marketing strategy there./Yonhap
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At the gate of the Schloss Charlottenburg, advertising for Samsung mobile phones and the brand in general covers the entire gate. The ads depict the magnificent castle at the time of its erection in the reign of Kaiser Wilhelm II in 1907.
Samsung Electronics expects sales of US$2 billion in Germany this year, 30 percent up from last year. The company said it ranked second in the mobile phone market, while sales of laptop computers, digital televisions and DVD players were showing a favorable trend.
(Kim Hee-seop, fireman@chosun.com )
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