The contract signing took place at the headquarters of the Pyeongchang Organising Committee for the 2018 Olympic and Paralympic Winter Games (POCOG) and was attended by Vivian Lines, global vice-chairman and chairman of H+K Strategies Asia-Pacific, and POCOG secretary general Yeo Hyung-koo.

H+K will aim to promote Pyeongchang 2018 worldwide by immediately activating a media and content communications campaign, led by Lorna Campbell, the Asia-Pacific regional director for sports marketing and sponsorship. 

The London-based public relations firm, which handled communications for Beijing 2008, Vancouver 2010 and London 2012, will also provide strategic counsel on crisis and issues preparation and response.

Their appointment coincides with Pyeongchang 2018 being dragged into the political cronyism scandal currently engulfing the South Korean Government.

Cho Yang-ho's sudden departure and replacement as Pyeongchang 2018 President earlier this year has been linked to the scandal, which involves South Korean President Park Geun-hye. 

"We are honoured to have been awarded this prestigious contract with POCOG," said Lines.

"H+K has a deep understanding of the Olympic environment, cultures and values and we are delighted to add Pyeongchang 2018 to our experience.

"As well as an extensive global network, that gives us agility to support POCOG where and when it is needed, we have a strong team in the region who will work closely with POCOG to help us connect with and inspire the world around the excitement of Pyeongchang and the Winter Olympics."

Yeo added: "It is important to raise the international profile of Pyeongchang 2018 to generate enthusiasm and positively represent the Olympic Games.

"As our slogan, 'Passion Connected', we and our partners are striving to spread Pyeongchang’s passion and charm to connect people throughout the world.

"Securing the right communications partner to work with our in-house team is key to this, and we are confident that Hill+Knowlton Strategies brings a fresh approach that will see our Olympic dream brought to life across the globe."

H+K served as the official communications agency for what proved to be the unsuccessful joint candidature of Belgium and Holland for the FIFA World Cup 2018 and 2022.

It does have a proven record, however, in relation to the communication of candidatures for major sports events.

Among others, the agency supported the successful Olympic and Paralympic campaigns of Athens 2004 and London 2012. 

"Hosting an Olympic Games means more than just inspiring a nation, it’s about connecting and inspiring the world," said Andy Sutherden, H+K global head of sports marketing and sponsorship.

"We are thrilled that POCOG has chosen us to partner with them to showcase the Pyeongchang 2018 Games and stamp their place in Olympic history.

"We know that with each Games comes new challenges and opportunities, and Pyeongchang will be the first Games to benefit from the new Olympic Channel, which is incredibly exciting as we navigate through the key milestones on the run up to the Games in February 2018."

Pyeongchang 2018 appointed another London-based agency, Vero Communications, as its strategic campaign and communications agency in January 2010, when it was bidding to host the Winter Olympic and Paralympic Games.

Vero's work included supporting the development of overall campaign strategy and communications plan for Pyeongchang 2018, as well as leading international media relations on behalf of the Bid Committee.

Promotion of the Games was highlighted as a key priority by the International Olympic Committee's Coordination Commission which visited the country last month.