TCL brings Inspire Greatness campaign to Milan streets

TCL has rolled out a large-scale out-of-home campaign across Milan to celebrate the Olympic Winter Games Milano Cortina 2026.

The campaign, featuring more than 30 high-traffic locations and hundreds of placements throughout the city and key travel gateways, will run throughout the Games, with select installations remaining until the end of March after the Paralympics.

The campaign aims to convey TCL’s message of Inspire Greatness to local and global audiences, reflecting the ambition, human stories, and collective spirit at the heart of the Olympic Winter Games.

Outdoor visibility across Milan

TCL’s visuals appear along major roads, on sightseeing buses, within metro stations, and at central travel points including Milan’s railway stations and Malpensa and Linate airports. The most prominent installation is a billboard mounted on the 90-meter-high Tower of Municipal Technical Services, creating a striking presence across the city skyline.

Stefan Streit, CMO of TCL Europe: “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. Our presence across Milan is designed to bring the spirit of this huge sporting moment into our everyday lives.”

Public experiences engage visitors

Beyond outdoor advertising, TCL is offering interactive experiences in Milan. At Milan Central Station, the brand has launched TCL Edelweiss Land, a 500-square-meter showcase in Piazza Duca d’Aosta open daily until 22 February. Visitors can explore TCL innovations such as the SQD-Mini LED TV X11L, with hands-on experiences and photo opportunities designed around environmentally conscious principles.

The TCL Road to Milano Cortina 2026 Tour is a travelling activation that has already visited Rome, Turin, and Venice, and now arrives in Milan. The tour continues at MILAN IL CENTRO ARESE through 15 March, with visibility at the ice-skating area and the Milano Certosa offline store.

Supporting the Games on-site and worldwide

TCL is providing TVs, digital signage, and technical assistance to the Olympic Broadcasting Services (OBS), enabling media at the International Broadcasting Centre to deliver the Games to audiences worldwide. AI-enabled air conditioners and other innovations are showcased at the Milano Olympic Village, highlighting how technology enhances the fan experience.

The brand is also present in European NOC Houses and Olympic Villages, where smart home appliances ensure comfort for athletes. TCL TVs help athletes relax, and display technology supports the "Athlete Moment," connecting athletes with loved ones immediately after each event.

Art, culture, and the Olympic spirit

TCL has collaborated with the Olympic Museum to create a mural in central Milan at Corso di Porta Romana 111. Designed by Zeina Rashid, a painter and Olympian representing Jordan in table tennis at the Athens 2004 and Beijing 2008 Games, the mural celebrates the Olympic spirit and cultural heritage. Rashid’s vision was realized by mural artist Bublegum, offering a vibrant tribute to how screens inspire children worldwide to discover their Olympic ambitions.

www.tcl.com

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