2018 Winter Olympics marketing
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2018 Winter Olympics marketing was a long running campaign that began when Pyeongchang won its bid to host the games in 2011.
Emblem
The emblem for the Games was unveiled on 3 May 2013. It is a stylised representation of the hangul letters ㅍ p and ㅊ ch, these being the initial sounds of 평창 Pyeongchang. The left-hand symbol is said to represent the Korean philosophical triad of heaven, earth and humanity (Korean: 천지인 cheon-ji-in), and the right-hand symbol represents a crystal of ice.[1] In the emblem and all official materials, Pyeongchang was stylised in CamelCase as "PyeongChang", in order to alleviate potential confusion with Pyongyang, the similarly-named capital of neighbouring North Korea.[2]
Look of the Games
5 primary colours were used, with venues using one of these colour families for branding. Different venues had different colours depending on the sport.
Mascots
The official mascots of the 2018 Winter Olympics and Paralympics were unveiled on 2 June 2016. The Olympic mascot, Soohorang (Korean: 수호랑), is a white tiger. The mascot's name is a portmanteau of "Sooho", a Korean word for "protection", and "Rang" which is derived both from the Korean word for "tiger" and from the name of a traditional Korean folk song originating from Gangwon Province.[3] Tigers have a strong association with Korean culture and folklore.
Video games
| Tournament information | |
|---|---|
| Sport | StarCraft II |
| Location | Pyeongchang, South Korea |
| Administrator | Electronic Sports League |
| Final positions | |
| Champions |  Sasha "Scarlett" Hostyn |
| Runner-up |  Kim "sOs" Yoo-jin |
In June 2017, Ubisoft announced that it would release an expansion pack for its winter sports video game Steep entitled Road to the Olympics, which features new game modes and content inspired by the 2018 Winter Olympics.[4][5]
In November 2017, the IOC announced it would support and sponsor an Intel Extreme Masters StarCraft II tournament in Pyeongchang preceding the Games. Its support of the tournament as a de facto demonstration event came on the heels of a report by the IOC which recognised that eSports "could be considered as a sporting activity".[6][7][8] The tournament was won by Sasha "Scarlett" Hostyn of Canada; she became the second North American pro to place first at a major StarCraft II tournament in South Korea, and the first woman to win a major tournament.[9][10]
