Aug 12, 2004 Hyundai Wins Big at Athens Summer Olympic Games Hyundai Wins Big at Athens Summer Olympic Games (Rüsselsheim, Germany) When the 28th Olympic Summer Games open in Athens Greece, the international media spotlight will shine on Hyundai once again. Hyundai Hellas, Hyundai Motor Co.’s distributor for Greece, will rise to the occasion to serve as a Grand National Sponsor and official vehicle supplier. Under the terms of the sponsorship agreement, Hyundai Hellas in partnership with Hyundai Motor Co. is supplying the Athens 2004 Organizing Committee for the Olympic Games (ATHOC) with a fleet of Hyundai sedans and minivans to meet the immense transportation requirements of the tens of thousands of athletes, VIPs, officials and journalists. Hyundai’s most popular models are represented in the 3,500-strong official vehicle fleet including Centennial and XG sedans as well as Terracan and Santa Fe SUVs for VIP use. The Centennial, the top-of-the-line Hyundai, serves as the official limousine of ATHOC President Gianna Angelopoulos-Daskalaki. The total sponsorship package is valued at Euros 16.3 million, including automobile supply, services and cash for the exclusive rights. “There’s no bigger stage in the world than the Olympics. We’re excited and honored to have this great opportunity to showcase our vehicles before such a large audience. And sports sponsorship is one of the most effective ways of creating a closer emotional bond with existing as well as prospective customers,” said Hyundai Motor Co. Vice Chairman and CEO Kim Dong-Jin. For Hyundai Hellas, the Athens Games constitute a once in a lifetime opportunity to strengthen brand leadership in Greece. Nowhere is Hyundai’s penetration of a European market higher than in Greece where it has steadily climbed up the charts to become the second best-selling nameplate. At a time when Hyundai is experiencing rapid growth in both the variety and quality of its products, the sponsorship provides a highly efficient means of communicating Hyundai’s transformation into a technology-driven, sophisticated brand. Having served as a national sponsor of the 1988 Seoul Olympic Games, Hyundai Motor Co. is not a newcomer to the world of sponsoring high profile sporting events. As part of its grand brand building strategy, Hyundai sponsored UEFA’s Euro2000 football championship as well as the 2002 FIFA Korea/Japan World Cup. Events As part of its sponsorship activities, Hyundai will offer free bus service to the public. Four traditional English double-decked open-top buses wrapped in Hyundai livery and with a live band on board will follow specific shuttle routes along Olympic roads and points of interest around Athens, generating an atmosphere of celebration and excitement. Hyundai Land, located in the Water Plaza near the Esplanada, will offer Olympic visitors a fun atmosphere in which to enjoy live musical entertainment, engage in inter-active games and learn more about Hyundai products. Priority on the Environment In a fusion of its global sports marketing and environmental efforts, Hyundai Motor Co. last year presented two Santa Fe Electric Vehicles and two all-aluminum bodied Getz superminis to ATHOC representatives in a June 5th ceremony celebrating Environment Day. Environmental awareness and sensitivity are high on ATHOC’s agenda and the zero emission Santa Fe Electric Vehicles are important elements in realizing ATHOC’s environmental goals. The two zero emission electric vehicles will be used in a series of athletic and cultural events run by ATHOC spreading the environmental message. The electric vehicles demonstrate Hyundai’s commitment to creating a greener world and the high level of Hyundai technology. Weighing 1860kg each, the pure electric Santa Fe EVs have an operating range of 160km and can reach a top speed of 128km/h. The zero emissions SUV is driven by a Panther 60 kW drive system supplied by Enova Systems and Panasonic nickel metal hydride batteries that can be recharged in as little as one hour with the quick recharge cycle. Eight hours is required for a full recharge cycle. In the year-long build up to the start of the Athens Summer Olympic Games, the Santa Fe EVs and super-lighweight all-aluminum Getz superminis have been used by Hyundai Hellas in an extended promotional road show that has travelled the length and breadth of Greece to boost Hyundai’s brand image. As a Grand National Sponsor, Hyundai Hellas is entitled to use of the official mascot and logo of the 2004 Athens Olympics in its advertising and promotions. THE HYUNDAI 2004 OLYMPIC SUMMER GAMES EXPERIENCE Activities Hyundai Free Ride Hyundai Land in Water Plaza Sponsors’  Park Concept Hyundai Free Ride Hyundai “drives you” to the most important places of interest along the Athens Olympic route and brings you the atmosphere of multicultural celebration. Hyundai will create a mobile entertainment program on Hyundai-fully-branded buses (wrapped), which will offer: A service to national and international Olympic guests by transporting them free of charge to and from Olympic venues Live entertainment Tour information Hyundai branded special bus stops Both the bus stops and the buses will act as powerful, mobile, outdoor advertising which, due to its nature, will stand out above the clutter of other advertising. Hyundai Land in Water Plaza The Water Plaza will be situated at the Esplanada (huge pedestrian bridge at the Faliron Waterfront).  It is a triangle-shape area, built by ATHOC for the entertainment of the public and provided exclusively to Olympic Sponsors. Hyundai Land will incorporate elements of entertainment, hospitality and introduce the public to the latest Hyundai model, Tucson. Events taking place at the Hyundai Land include : Exhibition of the new TUCSON Distribution of promotional brochures Interactive games/HYUNDAI give aways Photos with live Athena and Phevos (Olympic Mascots) Live performances by musical bands The  main purpose of Hyundai Land is to create a fun atmosphere that enables visitors to learn more about Hyundai. Main benefits of this promotion are: Hyundai will be among the ranks of the four largest high profile sponsors, i.e. Coca Cola, OTE (Telecommunications), ALPHA BANK and SAMSUNG High expected pedestrian traffic due to the fact that the Water Plaza will be ATHOC’s own entertainment venue for the public   Description of the venues   Hyundai Free Ride The buses Four traditional English double-decked, open top, buses will be wrapped with Hyundai logos and colors and follow specific shuttle routes along Olympic roads and main Athens places of interest, generating celebration atmosphere and excitement about the Olympic Games. (See attached “Bus” and “Route” files) The buses will start at 12:00 in the morning until 24:00 in the evening and the rides will be free of charge. During the day and on the top level of the buses there will be multicultural live entertainment (bands). The bus stops The buses will stop at 10 designated Hyundai bus stops plus 4 HYUNDAI dealerships. (see attached “Bus Stop” file”) These bus stops will be Hyundai branded light constructions with integrated info kiosks which will provide free information to the public on topics such as Hyundai Olympic Tour routing and time schedules Hyundai models and outlets Olympic events schedule Map of Athens, Olympic Venues locations, e.t.c. Hyundai Land in Water Plaza The Water Plaza Hyundai Land will be located in the Water Plaza venue, which is constructed by ATHOC exclusively for public entertainment. It constitutes a privilege offered by ATHOC to the Olympic Sponsors as it is situated right next to the Esplanada, the huge pedestrian bridge constructed at the Faliron Waterfront.  It is an organized, closed area with a comprehensive infrastructure and various activities aimed at the general public. From the Esplanada already, there will be numerous banners and special signs of all sponsors leading to the Plaza. A concert area, with a capacity for 6000 people is built in the heart of the Plaza surrounded by the Sponsors Stands. Behind the stage there will be huge banners with the sponsors’ logos. The Water Plaza, during the Olympic Games, will host, at least, four major concerts with Greek and international singers and/or bands organized by ATHOC. The rest of the three sponsors will also host cultural events during the Games. The other Sponsors’ stands will be of an interactive nature and offer entertainment to their visitors. Expected number of visitors per day is 20.000, i.e. 340.000 for the total of 17 days. Hyundai Land Hyundai Land will be open spaced and accessed from all around.  Its profile will be friendly, welcoming adults and children to the Hyundai family. Its purpose is to declare the presence of HYUNDAI alongside the four main Olympic Sponsors. The “me too” implied message of our presence there will offer an invaluable added value to the brand. It will present the latest addition to Hyundai’s model range, TUCSON, in an impressive setting and will also include free interactive games offering winners small prizes, a central reception desk which will distribute brochures, the possibility for visitors to take photos with ATHENA and PHEVOS, the  two mascots of the Games, as well as an area where different ethnic bands will play every day. (See attached “Hyundai Land 1” and “ Hyundai Land 2” files) Established in 1967, Hyundai Motor Co. has grown into the Hyundai Automotive Group which includes Kia Motors Corp. and over two dozen auto-related subsidiaries and affiliates. Employing nearly 50,000 people worldwide, Hyundai Motor posted 17.77 billion Euro in sales in 2003. Hyundai motor vehicles are sold in 190 countries through 4,504 dealerships and showrooms. Further information about Hyundai Motor Co. and its products is available on the Internet at http://www.hyundai-motor.com/.