Alibaba launches international advertising campaign

Alibaba, the world's largest retailer, has launched an international advertising campaign. 

The campaign - which centres around the motto 'to the greatness of small' - features a series of underdog stories. 

Alibaba CEO Ma Yun (left) and IOC President Thomas Bach unveil Alibaba as a worldwide partner of the Olympic Games at a ceremony in Hangzhou, Zhejiang Province on August 25, 2017. [File Photo: cyol.com/Li Jianping]

Timed to coincide with Alibaba's partnership with the Olympic Games, the adverts will be distributed internationally through broadcast and social media.

"Since our founding 19 years ago, Alibaba Group has believed in and embraced the greatness of small in everything we do," said Alibaba Group Chief Marketing Officer Chris Tung.

"Through this campaign we can share the story of what Alibaba has stood for from day one, which is to support the small guy and leverage our technology to help the underdog succeed in the global marketplace.''

''We believe that technology can level the playing field, and that even small companies have the opportunity to be global companies.”

The XXIII Olympic Winter Games will be held in Pyeongchang, South Korea, from 9th to 25th February.

According to a company press release, as part of Alibaba's partnership with the Olympics, the company will provide cloud-computing infrastructure and services to help transform the Games for the digital era.

On the e-commerce front, Alibaba will create a global platform for Olympic stakeholders to engage and connect with fans seeking official Olympic-licensed products.