. The campaign will run for the entire duration of the Winter Olympic Games, while it will remain in selected locations until the end of March, i.e. even after the end of the Winter Paralympic Games.
Tower of Municipal Technical Services, Milan
TCL Edelweiss Land, Milan
TCL Road to Milano Cortina 2026 Tour
As the host city of the Winter Olympics, Milan will welcome countless tourists who want to watch the action live. Through the Inspire Greatness campaign, TCL hopes to reach local and global audiences and connect the brand with the shared spirit, ambition and human stories that are at the heart of the Winter Olympics.
TCL visuals are appearing all over Milan along major thoroughfares, on tourist buses, in the metro and at key transport hubs including Milan’s main railway stations, Malpensa and Linate airports and further towards Venice and Verona. One of the most visible elements of the campaign is a billboard placed on the 90-meter-high tower of the city’s technical services in the center of Milan, which creates a distinct visual landmark in the city’s skyline.
“The theme of our outdoor campaign and activities is to inspire greatness, not just for athletes competing at the Winter Olympics, but for all people who dare to push the boundaries,” said Stefan Streit, chief marketing officer of TCL Europe. “We are not proud of the sky in Milan, but the sky is filled with true sports opportunities for everyday life.
Public activities in the heart of key cities
In addition to outdoor visibility, TCL invites audiences to interact with the brand through public activities in Milan. At Milan Central Station, TCL launched TCL Edelweiss Land, a creative show located in Piazza Duca d’Aosta. Open daily from 10:00 to 22:00 until February 22, the installation covers an area of more than 500 square meters and offers visitors a space to try TCL’s latest innovations, such as the TCL SQD-Mini LED TV X11L.
Designed with environmentally friendly principles, the show reflects TCL’s commitment to responsible innovation while offering interactive experiences and photo opportunities.
TCL’s commitment continues through the TCL Road to Milano Cortina 2026 Tour initiative, which will visit several Italian cities and key business centers. The initiative started in November 2025 in Rome, successful pop-ups also took place in Turin and Venice and has now arrived in Milan. It continues at MILAN IL CENTRO ARESE until March 15, where TCL has visibility on the railing in the ice rink area. The Winter Olympics themed booth is also open in the Milano Certosa offline store.
Podpora Zimních olympijských her v mistě konání i po celém světě
TCL will enable millions of fans to watch the Winter Olympics on site and around the world by providing televisions, digital displays and Olympic Broadcasting Services (OBS) technical support to enable media at the International Broadcast Center to broadcast this year’s event to a global audience. TCL’s space in the Milan Olympic Village will also showcase screen universe technology and other innovations such as air conditioning with AI, which show how technology is giving fans more options to enjoy the Winter Olympics.
TCL’s branding and equipment can also be seen in several official houses of National Olympic Committees in Europe, where fans, athletes and delegations gather to celebrate together.
Smart home devices from TCL ensure comfort for athletes in the Olympic villages. Acclimatizing in the Olympic Villages of Anterselva and Livigno is facilitated by next-generation home appliances from TCL, such as smart washers and dryers that provide a new level of comfort, while TCL TVs help them relax and unwind. TCL also supports the Athlete Moment initiative, providing display technology that enables athletes to connect with their loved ones during the celebratory moments immediately after each race, competition or match.
Water, Olympic culture
To further increase the energy and excitement surrounding the Winter Olympics, TCL also collaborated with the Olympic Museum to create a mural in the heart of Milan at Corso di Porta Romana 111. The design was created by Zeina Rashid, a painter and Olympian who represented Jordan in table tennis at the Athens 2004 and Beijing 2008 Games. Rashid was invited to the project through the Olympian Artists Program Olympic Museum.
She was inspired by her childhood memories of watching the Winter Olympics on TV, which awakened her dreams of the Olympics. Her vision was then realized by a muralist named Bublegum. The result is a living tribute to the cultural legacy of the Olympic Games, celebrating how countless children around the world discover the Olympic spirit for the first time through a screen that opens a window to their future ambitions.
About TCL
TCL Electronics specializes in the research, development and manufacturing of consumer electronics including televisions, audio equipment, smart home products and appliances. By combining thoughtful design and innovative technologies, the company’s offering inspires excellence and provides essential functions and meaningful experiences. It is one of the largest consumer electronics brands in the world. A vertically integrated supply chain and a state-of-the-art display panel factory enable TCL to bring innovation to everyone. For more information, please visit: https://www.tcl.com.
TCL is a registered trademark of TCL Corporation. All other trademarks are the property of their respective owners.
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