BEIJING--Chinese white goods giant Haier has extended its relationship with Burson-Marsteller, handing it a one-year brief to support its high-end Casarte brand.
The firm will now oversee Casarte's brand communications programme, including its sponsorship of the Cup of China figure skating competition. The premium range of consumer electric appliances and kitchenware is aiming to increase awareness and preference among affluent buyers in the country.
Burson-Marsteller already handles Haier's corporate comms brief in China, and has also consulted for Casarte since 2009.
“Affluent consumers in China today expect quality and elegance in everything they purchase, from clothing to products for the home,” said Chris Deri, Burson-Marsteller China CEO. “Casarte sets the luxury standard in China’s white goods market, and we are pleased to use our brand and product communications, sponsorship and marketing experience in China to help Casarte connect with customers.”
Casarte is in the second of a three-year sponsorship deal with the Cup of China ISU Grand Prix of Figure Skating. The company also cooperates with the Chinese Skating Association to organize the Casarte Ice-kid competition, which selects ten young ice skaters for the Cup of China and promotes the development of figure skating in China.
Through integrated marketing and communciations programs during the ice skating competitions, Burson-Marsteller China will aim to increase recognition of Casarte’s 'Refined Living' and 'Artistic Lifestyle' brand themes.