Recently, the 17th China Public Relations Industry Best Case Competition, created and hosted by the China International Public Relations Association (CIPRA), came to a successful conclusion. After fierce competition, Kunlun Lubricant's Winter Olympics brand communication case won the Marketing Innovation Award.
The China Public Relations Industry Best Case Competition, created and hosted by the China International Public Relations Association, is the earliest-established, longest-running and most authoritative award competition in China's public relations industry to date.
With its innovative communication strategy, Kunlun Lubricant stood out from many entries, repeatedly creating hot topics and strengthening the audience's awareness of the "Kunlun Lubricant" brand and of the official rights of "Kunlun Lubricant - Official Lubricant of the Beijing 2022 Winter Olympic Games".
In 2018, PetroChina became an official oil and gas partner of the Beijing 2022 Winter Olympic Games and Kunlun Lubricant was granted the rights of "Kunlun Lubricant - Official Lubricant of the Beijing 2022 Winter Olympic Games".
In January 2019, Kunlun Lubricant released the Kunlun Lubricant Winter Olympics Guardian Plan themed "Meeting at the Winter Olympics, Guarding the Journey Ahead", providing more services for the Winter Olympics and launching more customised products with market value that meet consumer needs.
In January 2020, Kunlun Lubricant took the naming rights of the Beijing-Zhangjiakou high-speed rail, becoming the first branded dedicated train on that line, joining hands with Beijing-Zhangjiakou to guard the Winter Olympics.
In February 2021, Kunlun Lubricant joined hands with Beijing Metro Line 10 to create the "Meeting at the Winter Olympics, Guarding the Journey Ahead" Kunlun Lubricant branded Winter Olympics metro train, cheering for the Beijing Winter Olympics.
In May 2021, at the China Brand Day event, the whole Kunlun Tianrun product range was upgraded and launched, with 8 Winter Olympics commemorative products unveiled, making Kunlun Lubricant the first lubricant brand to appear on the stage of the national Brand Day launch event.
In July 2021, on the 200-day countdown to the Winter Olympics, Kunlun Lubricant interacted with passengers on the Beijing-Zhangjiakou high-speed rail to publicise the concept of hosting the Games and to convey its responsibility and mission as the official lubricant of the Beijing 2022 Winter Olympic Games.
Kunlun Lubricant communicated Winter Olympics ice and snow culture, the Olympic spirit and its brand image in an all-round, three-dimensional way, raising public attention to and participation in the Winter Olympics, bringing more people closer to the Games and cheering for them through concrete actions.
Kunlun Lubricant will always uphold the brand philosophy of "military-grade quality, a pillar of the great nation", actively explore, keep breaking through and continue to innovate, fully fulfil the responsibilities and obligations of an official lubricant and, with higher-quality lubricating products, provide professional, high-quality and reliable lubrication services for the Winter Olympics, ensuring that Winter Olympics preparations advance efficiently, energy-efficiently, scientifically and safely.
