Sony Ericsson brings refreshed brand to Qatar to kick off the 2009
Sony Ericsson Championships
(Thomson Reuters ONE) - Sony Ericsson continues to roll out its realigned brand, showcasingthe interactive, playful and innovative spirit underpinning itscommitment to the make.believe philosophyDoha, Qatar - October 26, 2009 - Following Sony Ericsson's brandre-launch in September, the first refresh in three years, the companytoday brings its new identity to the Sony Ericsson Championships,Doha 2009 - the first outing for the refreshed brand at a major,global event. The prestigious, season-ending tennis tournament tothe 2009 Sony Ericsson Women's Tennis Association Tour sees the topeight female, singles players and top four female, doubles teamsfight it out to be crowned with the sought-after Championships titleand a share of the record USD $4.55 million prize fund.This is the second time the Championships have come to Doha, but thefirst time Sony Ericsson's new brand identity has been used at aglobal event. The Championships embody the dynamic, exciting andcolourful new brand and is the perfect platform to demonstrate thenewly adopted 'make.believe' brand message instigated and used bySony and its group of companies. 'make.believe' represents a comingtogether of communication and entertainment, standing for creativityand the ability to make dreams possible. The 'make.believe' strapline is used in all consumer communication in order to reinforce SonyEricsson's entertainment credentials and collaboration with the SonyGroup."Our new brand and values of innovation, energy and opennessdemonstrate our continuing commitment to transformation and theongoing move towards a more playful and open culture" said LennardHoornik, head of global marketing, Sony Ericsson. "The 2009 SonyEricsson Championships is a perfect platform to showcase our newbrand values and philosophy to our consumers."Throughout 2009, Sony Ericsson has continued to 'make.believe'through a series of spectacular stunts to celebrate varioustournaments such as Traffic Tennis for the Sony Ericsson Open inMiami, Underground Tennis at the Madrid Open and Street Tennis at theRogers Cup in Toronto.Legal© Sony Ericsson Mobile Communications AB, 2009.The liquid identity and liquid energy are trademarks or registeredtrademarks of Sony Ericsson Mobile Communications AB. "SONY" and"make.believe" are trademarks of Sony Corporation.Ericsson is the trademark or registered trademark ofTelefonaktiebolaget LM Ericsson...//endsAbout Sony EricssonSony Ericsson is a 50:50 joint venture by Sony and Ericssonestablished in October 2001, with global corporate functions locatedin London and operations in all major markets. Our vision is tobecome the industry leader in Communication Entertainment; where newstyles of communicating through the internet and social media, becomeentertainment. Sony Ericsson offers exciting consumer experiencesthrough phones, accessories, content and applications. For moreinformation please visit: www.sonyericsson.com.FOR MEDIA INFORMATION PLEASE CONTACT:Sony Ericsson global communications and PRSimone Bresi-Ando: +44 (0) 20 8762 5863simone.bresi-ando(at)sonyericsson.comhttp://hugin.info/133603/R/1349914/325509.pdfThis announcement was originally distributed by Hugin. The issuer is solely responsible for the content of this announcement.
Datum: 26.10.2009 - 06:00 Uhr
Sprache: Deutsch
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