Series shows both athletes and ordinary people looking to “bring their dreams to life”
Hong Kong— With the 12-month countdown to next year’s historic Beijing Olympic Games now underway, Manulife has launched a major advertising campaign based around its Olympic Games marketing theme of “Bringing Dreams to Life”.
The new campaign utilises the media of print, outdoor billboards and bus bodies, and centres around the concept of “Real People, Real Dreams”. Its core message is that, just as the Olympic Games can make the dreams of nations, sports fans and athletes come true, so the insurer, with its wide range of products designed to bring financial security and peace of mind, can help ordinary people achieve what they most wish for in life.
Commented Michael Huddart, Executive Vice President and General Manager, Hong Kong, Manulife (International) Limited: “As the official Worldwide Life-Insurance Partner of the Beijing 2008 Olympic Games, we are committed to promoting the Olympic spirit, which has a great deal in common with our own ongoing commitment to a passion for service, high performance and the consistent pursuit of excellence.
“Traditionally, the Olympic Games have held out the hope of a better world through the experience of people of different nationalities, ethnicities, beliefs and cultures coming together in friendly sporting competition. This is an ideal we wholeheartedly endorse — and seek to emulate by improving the quality of life in the varied communities in which we do business.”
The launch campaign presents two scenarios: the first features six-time champion of the Hong Kong International Triathlon triathlete and Manulife Hong Kong Sports Scholarship awardee Lee Chi Wo, whose greatest ambition is to compete with the best at the Olympic Games. He brings strength and vitality to the idea that constant striving to excel, backed by the active support both of his immediate mentors and a sponsor such as Manulife, will enable him to do his very best in Beijing.
The second centres on a young girl whose most fervent wish is to become a leading ballerina; with Manulife’s comprehensive financial-protection products and savings plans, her parents can afford to help her achieve this goal.
To reinforce the theme and the promotional impact, Manulife will release more ad versions showing different real people, no matter they are athletes or ordinary people, striving to fulfill their dreams.
Apart from the advertising campaign, Manulife will continue with, and step up its charitable efforts and other Olympics-related activities. Among these, a stand-out is the Company’s new Olympic Games Web site, http://www.manulife.com.hk/olympicsponsorship/, to feature all the latest Olympic-related news.
About the Worldwide Life Insurance Partner of the Olympic Games
Manulife is the Official Worldwide Life Insurance Partner of the Olympic Games, supporting the Olympic Movement around the world, including Hong Kong. Much like the Olympic Movement, Manulife is dedicated to helping people achieve their dreams. By providing tailored life insurance products and services to its valued customers via its professional agency force, Manulife facilitates the financial means for people to live out their dreams. This business essence is reflected in the company’s Olympic theme for the Beijing 2008 Olympic Games:Bringing Dreams to Life.The Manulife Hong Kong Sports Scholarships Program, aimed at supporting young and aspiring athletes achieve their dream of representing Hong Kong at the Beijing Olympic Games, is one of Manulife’s key sponsorship initiatives partnered with the Sports Federation & Olympic Committee of Hong Kong, China. More Manulife Olympic programs and news can be found on www.manulife.com.hk/olympicsponsorship/.
About Manulife (International) Limited
Manulife (International) Limited is a member of the Manulife Financial group of companies. Manulife Financial is a leading Canadian-based financial services group serving millions of customers in 19 countries and territories worldwide. Operating as Manulife Financial in Canada and Asia, and primarily through John Hancock in the United States, the Company offers clients a diverse range of financial protection products through its extensive network of employees, agents and distribution partners. Funds under management by Manulife Financial and its subsidiaries were Cdn$410 billion (approximately HK$3,016.4 billion) as at June 30, 2007.
Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ‘0945’ on the SEHK. Manulife Financial can be found on the Internet at www.manulife.com.
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For more information please contact:
Helena Lee / Winnie Wun
Manulife (International) Limited
Tel: (852) 2202 1050 / 2510 3191
Fax: (852) 2234 6875