Haier readies for Olympic onslaught

Beijing - China's largest home appliance manufacturer Haier has inked an agreement with PR group Hill & Knowlton to promote its brand internationally during the Beijing Olympics.

Haier, the official home appliances sponsor of the Olympic Games, said the sporting event provides an "unprecedented opportunity" to build its image to a global audience eyeing China during throughout August.

Hill & Knowlton will help Haier implement the communications plans for the 2008 Olympic Games in Beijing by providing outreach to the international media and assistance in communicating the brand's vision.

Zhang Ruimin, Haier Group CEO, said Haier has a mission to become one of the world's most esteemed and respected brands and said Hill & Knowlton will help to facilitate that process.

James Heimowitz, CEO of Hill & Knowlton North Asia, described the Olympics as an "excellent platform" for Chinese companies to grow internationally.