Tag: Cortina

TCL Sparks Inspiration Across Italy with Olympic Winter Games Themed OOH Campaign and Brand Activations

TCL, a Worldwide Olympic and Paralympic Partner, has launched a large-scale OOH campaign across Milan to celebrate the Olympic Winter Games Milano Cortina 2026. Featuring advertising in more than 30 high-traffic locations and hundreds of placements throughout Milan and surrounding travel gateways, the campaign will run throughout the Olympic Winter Games period, with selected placements continuing until the end of March after the Paralympic Winter Games conclude.

As the Olympic Winter Games host city, Milan will welcome countless tourists heading to watch the action live. TCL hopes to spread the campaign message of ‘Inspire Greatness’ to global and local audiences, aligning the brand with the collective spirit, ambition, and human stories at the heart of the Olympic Winter Games.

Across Milan, TCL’s visuals appear along major arterial roads, on sightseeing buses, within metro stations, and at key travel points including Milan’s central railway stations, Malpensa and Linate airports and beyond into Venice and Verona. One of the campaign’s most visible installations is a billboard mounted on the 90-meter-high Tower of Municipal Technical Services in central Milan, establishing a strong visual presence across the city skyline.

“The theme of our OOH campaign and experiences is all around Inspiring Greatness – and this isn’t just for the athletes competing in the Olympic Winter Games, but for all of us who dare to push the boundaries,” said Stefan Streit, CMO, TCL Europe. “Our presence across Milan is designed to bring the spirit of this huge sporting moment into our everyday lives.”

Public Showcase in the Heart of Key Cities

Video: Edelweiss from the Alps, now blooming at Milan Central Station

Beyond outdoor visibility, TCL is also inviting audiences to engage with the brand through public-facing showcase in Milan. At Milan Central Station, TCL has launched TCL Edelweiss Land, a creative showcase located in Piazza Duca d’Aosta. Open daily from 10am-10pm until the 22 February, the installation spans over 500 square meters and offers visitors a space to try out the latest TCL innovations such as the TCL SQD-Mini LED TV X11L.

Designed around environmentally conscious principles, the showcase reflects TCL’s commitment to responsible innovation while offering hands-on experiences and photo-worthy moments.

TCL’s commitment extends through the TCL Road to Milano Cortina 2026 Tour – a travelling initiative that will visit multiple Italian cities at key shopping centers. Kicking off in Rome in November 2025, the tour has staged successful pop-up activations in Rome, Turin and Venice, and now arrives in Milan. It continues at MILAN IL CENTRO ARESE, running through to 15 March, where TCL has visibility on the balaustre of the ice-skating area next to the booth. TCL’s Olympic Winter Games themed booth is also open at the Milano Certosa offline store.

Supporting the Olympic Winter Games On-Site and Worldwide

TCL will help millions of fans to enjoy the Olympic Winter Games on-site and worldwide by providing TVs, digital signage, and technical assistance to the Olympic Broadcasting Services (OBS) so that media at the International Broadcasting Centre can bring Milano Cortina 2026 to global audiences. TCL’s ‘screen universe’ and other innovations such as AI-enabled air conditioners will also be featured in a TCL space at the Milano Olympic Village, showing how technology gives fans more choice than ever in how they enjoy the Olympic Winter Games, showing how technology gives fans more choice in how they experience the Olympic Winter Games.

TCL is also present with branding and devices in several NOC Houses, the official homes of the National Olympic Committees where fans, athletes, and delegations gather to celebrate.

TCL is also helping to ensure athletes participating in the Olympic Winter Games are ready for action. As they settle in, TCL’s next-generation home appliances such as smart washing machines and dryers are helping them to enjoy a new level of comfort at the Anterselva and Livigno Olympic Villages, while TCL TVs help them relax and unwind. TCL is also supporting the “Athlete Moment”, providing the display technology that will connect athletes with their loved ones for moments of celebration immediately after each event.

TCL UK earns highest engagement at the Olympic Winter Games

The UK division of TCL recently recorded the highest online engagement across the Olympic Winter Games, according to findings compiled by Quantcast.

The AdTech firm tracked UK engagement across the open internet, including news sites and blogs, identifying both the sponsors and sports that received the greatest levels of interaction during the event. TCL saw the largest increase in online engagement across all sponsors, at 30 per cent.

These results reflect the strength of TCL’s approach to the Olympic Winter Games. Rather than simply appearing as a sponsor, we executed a series of activations designed to create genuine audience connection, most notably the local UK ‘In My Zone’ campaign, which featured short-form social content created directly with athletes. The campaign showcased how TCL’s TVs, soundbars and home technology support athletes in their day-to-day lives, from analysing track footage and self-coaching sessions, to gaming for mental reset, family movie nights and recovery routines.

Through a combination of local and global activations and an omnichannel strategy that balanced creativity with reach, TCL was able to meaningfully connect with audiences throughout the Olympic Winter Games.

Team GB’s winter athletes who are getting ‘In My Zone’ with TCL technology, ahead of Milano Cortina 2026.

As Team GB athletes enter the final crucial days of preparation for the Olympic Winter Games Milano Cortina 2026, technology leader TCL is unveiling “In My Zone” – its first major athlete-led content campaign in the UK that brings audiences closer to the everyday lives of Britain’s winter athletes.

TCL, a global leader in consumer electronics and the world’s No.1 Ultra-large, Mini LED TV brand and Official Olympic Partner, is showcasing how its premium technology seamlessly integrates into the daily routines of Team GB athletes, supporting them not just in preparing to perform at their best, but in the vital moments of family life that make sporting success possible.

Real Athletes, Real Moments

“In My Zone” moves beyond traditional sports sponsorship to reveal the authentic, relatable moments that define an athlete’s journey. Through short-form social content created with the athletes themselves, fans will see how TCL’s premium QD-Mini LED TVs, soundbars and home technology support everything from analysing track footage and self-coaching sessions, to gaming for mental reset, family movie nights and recovery routines.

Across the campaign content, athletes share their personal perspectives on what being “In My Zone” means to them. Adele Nicoll, Team GB Bobsleigh pilot, explains in her clip: “Being In My Zone means I am 100% confident and focused on what I need to do. My TCL TV allows me to look over all of the track videos online so that I am really confident when I am standing on that block ready to compete what it is exactly that I need to be doing.”

Meanwhile, Bruce Mouat, Team GB curler and reigning world champion, reveals: “Being In My Zone for me is controlling all the controllables, making sure that I have everything in place to make me be the best at performing when it comes to the crunch moments. TCL takes me out of the zone by letting me unwind in my own house, having the ability to watch movies, TV shows and blare the music as loud as possible. It helps me just unwind from a stressful day at training.”

Technology That Powers Performance and Life

The campaign will feature TCL’s highly awarded television range including the Premium QD-Mini LED 144Hz C7K series and C6K series, alongside TCL soundbars. Content themes span five key areas all designed to showcase how technology enhances both the 1% performance gains athletes chase and the everyday moments that keep them grounded.

From “Replay + React” videos where athletes critique their own competition footage, to “Game On” content showing how gaming helps mental agility and injuries, the campaign celebrates the complete athlete experience. Fans will also get behind-the-scenes glimpses of wellness routines, training hacks, family time and the personality behind the podium performances.

Diana Fan, Marketing Manager at TCL UK, said: “TCL, as a Worldwide Olympic Partner, is honoured to be working with Team GB, a symbol of sporting excellence and national pride. Our mission to ‘Inspire Greatness’ aligns perfectly with the values of Team GB. Through ‘In My Zone,’ we’re going beyond traditional sponsorship to show how our industry-leading technology genuinely supports athletes in every aspect of their lives – from analysing the split-second decisions that win medals, to the downtime that protects their wellbeing.”

Tim Ellerton, Chief Commercial Officer at the British Olympic Association, added: “We’re delighted to see this campaign go live on the eve of Milano Cortina 2026 as we seek to encourage fans across the nation to get behind our athletes. At Team GB we are committed to shining a light on every part of our athletes’ stories, and this campaign with TCL plays an important role in showcasing how meticulous preparation is just as important as rest and relaxation for any athlete on the road to an Olympic Games.”

‘In My Zone’ Content will begin rolling out across athlete social channels, TCL UK’s platforms and Team GB from 6th February 2025, continuing through the Olympic build-up into early 2026.

A Long-Term Commitment

As a Worldwide Olympic Partner, TCL’s sustained commitment to sport, innovation and community in the UK will go beyond Milano Cortina 2026 to the 2028 Los Angeles Summer Games, 2030 French Alps Winter Games, and 2032 Brisbane Summer Games.

The Olympic Winter Games Milano Cortina 2026 will take place from 6-22 February 2026 across multiple venues in northern Italy.