After narrowly missing twice in bidding for the 2010 and 2014 Winter Olympics, Governor Jin-sun Kim of the Gangwon province announced in September 2007 that Pyeongchang would definitely bid a third time. He cited increased knowledge of the bidding process and the still high enthusiasm of residents as reasons to keep trying. According to a survey by The Chosun Ilbo on 23 December 2009, 91.4% of Koreans, 93.4% of Pyeongchang and Jeongseon residents, and 93% of Gangwon residents support the 2018 Winter Olympics bid. South Korea's figure skating superstar and 2010 Olympic champion Kim Yuna and IOC member and Samsung Group chairman Lee Kun-hee are currently promoting the bid. The Samsung Chairman and principal owner Lee Kun-hee, given a 3-year suspended sentence for tax evasion and illegal bond dealing, was reportedly pardoned by the South Korean president Lee Myung-bak with the hope that his connections and financial support will help to boost the chances of Pyeongchang.
On 16 February 2011 the IOC Evaluation Commission arrived in Korea for the inspection of Pyeongchang’s bid. "We have seen great progress in the bid from the two previous bids," commission chairwoman Gunilla Lindberg said. "We have also seen progress in Korean winter sports during the last four years." Speaking at the IOC press conference following the inspection of Pyeongchang and venues in Gangwon Province, Lindberg said "I must also mention the passionate support of Gangwon residents. During our site visits it has been wonderful to see so many people to show their support to bring the Olympic Movement to Korea."
Seven venues have been built since the previous bids, including ski jumping slopes, and biathlon and cross country skiing courses. Pyeongchang would be a compact Olympic Games, with less than 30 minutes from the main accommodation in Alpensia resort to the venues and 10 minutes between venues.
German reporter Dietmar Gessner from Sport Bild said that "in Asia including Korea you can create more customers. You can make lots of money for winter sports. But in Europe, this is not the case anymore. There are world class facilities (in Pyeongchang) that can meet the demands of a growing market. This is a very strong point for Pyeongchang. Because I think within the IOC they are encouraging Pyeongchang to bid again and again. I think Pyeongchang has done very good work on its reputation inside the Olympic family. (I think) Everyone is very impressed the way of bid with professionalism."
Pyeongchang’s slogan is “New Horizons.” The bid's logo suggests the winter scenery of Pyeongchang with snow on the mountains; the curve implies the strong will to win with the curve symbolizing a snowboard and slope of winter sports