The company will step up efforts to communicate the “tangible and functional” benefits of its services – such as energy generation systems and healthcare technology – over the next 12 months to demonstrate “what we can do”, according to GE’s head of sponsorship and Olympic marketing Chris Katsuleres.
GE, an International Olympic Committee partner since 2005, is hoping to use its partnership with the Games to boost recognition of its businesses in the UK. GE employs about 17,000 people in the UK but is not as well known as it is in its home US market.
A “360-degree” above the line campaign will launch later this year, Katsuleres adds, to demonstrate the company’s infrastructure work with the Olympic Delivery Authority and Locog.
Separately, the company will use its recently established sponsorship of Formula One team Lotus to raise awareness of its services in emerging markets.
Its four-year deal to become a premium partner of Team Lotus will help promote its engineering services in countries including India, Katsuleres adds.