Myanmar is a virtually untapped economy, having just opened its doors to the economy. According to the latest figures provided by CIA Factbook, the population figures stand at 55,167,330 – a virtually untapped gold mine for marketers wanting to enter the country.
Photography brand Canon is making plans to target the market, signing on to become sponsor for the 27th South-East Asian Games (SEA Games) in December 2013 as the official imaging and document solutions sponsor in Myanmar.
Eu Jin Lee, senior manager for Canon Singapore told Marketing Events that building relationships with both its consumers and the business community in Myanmar is a key reason for sponsoring this event. Besides the opportunity to garner regional exposure, the Games ensure that the athlete delegations from sports enthusiasts in 11 countries will also be reached by the Canon brand.
While the sponsorship platform allows the brand to work closely with event stakeholders, more importantly, the event will allow the brand greater visibility and it is also looking to strengthen its brand presence in the region. For the event, Canon is targeting the professional photographers who are flying in to Myanmar to cover the event, the business community and consumers. They are also targeting sports enthusiasts around the world.
Citing Myanmar as a market that the brand is hoping to penetrate into, Lee said Canon is hoping to use the event to connect with the public, customers and partners.
“Some of the most successful partnerships result from collaborations between very specific groups – perfectly matched in terms of brands, events and audiences,” Lee added.
The brand is intending to hold fringe activities around the SEA Games, with more details to be confirmed.
Hosted in Nay Pyi Daw, Yangon and Mandalay, the event will feature more than 32 sports and 6,000 athletes from 11 countries including Brunei, Cambodia, Indonesia, Laos, Malaysia, Philippines, Singapore, Thailand, Timor Leste and Vietnam. Apart from being one of the region’s most significant events in 2013, this year’s Games will also mark its return to Myanmar, a country that last hosted the biennial multi-sporting event 44 years ago in 1969.
As sponsor, Canon will provide sporting fans behind-the-scenes support at the Canon Professional Service centre on-site to accredited professional sports photographers covering the event, including technical support and advice, repair and maintenance services, loans of the latest Canon EOS system camera and lens equipment to photographers, document management support and business multi-function devices to the organisers in ensuring the smooth running of the Games.