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Haier expands relationship with Burson-Marsteller China

26 April, 2012


Pairs with firm on China brand communications plan and ice-skating sponsorship program for its premium brand Casarte

BEIJING — Haier Group awarded Burson-Marsteller, a leading global public relations and communications consulting firm, a one-year retainer to support the annual brand communications program for its Casarte brand in China. Burson-Marsteller China will also execute Casarte’s communications work around its sponsorship of the Cup of China figure skating competition, building upon the experience gained from sponsorship activities at the 2008 Beijing Olympics, 2010 Asian Games in Guanghzou and World Expo 2010 in Shanghai. The firm’s team of branding and luxury communications professionals will work with Casarte to increase awareness and preference of the brand among high-end home goods buyers in China.

“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’s 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.”

Rising affluence levels have introduced a wide choice of products to consumers across China, and high-end buyers are increasingly discerning. Burson-Marsteller China has a wealth of experience building premium brands in the China market through consumer engagement programs, including cross-China roadshows, large-scale sponsorships and social media. The firm’s portfolio of premium brands includes airlines, wines and spirits, automobiles and property developments.

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 to select ten young ice skaters for the Cup of China and to promote the development of figure skating in China. The 2012 Casarte Ice-kid Competition will be held from April to September in Beijing, Shenyang, Chengdu, Hangzhou and Shenzhen. Through integrated marketing and communciations programs during the ice skating competitions, Burson-Marsteller China will increase the recognition of Casarte’s “Refined Living” and “Artistic Lifestyle” brand themes.

Burson-Marsteller has served as a communications partner to Casarte since 2009, providing strategic consulting to the company’s annual communications plan. In addition, Burson-Marsteller is a strategic communications partner to Haier, Casarte’s parent company, providing corporate communications services.

Craig Adams  

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About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and web-related strategies. The firm’s seamless worldwide network consists of 69 offices and 80 affiliate offices, together operating in 107 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network. To learn more about Burson-Marsteller visit

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