The latest phase of the campaign was launched with a four-page “manifesto” print ad that ran in publications including The New York Times, USA Today, The Wall Street Journal and The Washington Post. The ad shows a number of “answers” that Siemens is providing to address key issues across the country, from health care solutions in Ohio to wind energy in Texas.
Online ads are running on the Web sites of the print publications, as well as other online properties such as HuffingtonPost.com and Time.com. TV spots will debut next month on such networks as CNN and Fox Business.
Haas did not disclose the campaign budget, but he said it's a fourfold increase over the marketing budget in the U.S. last year. “The managing board decided to increase the investment for corporate marketing in the U.S.,” he said. “The U.S. is the biggest market for Siemens worldwide.”
Haas said that this year about 30% of Siemens' marketing budget will be spent online. “We are increasing our commitment to the share of the budget going online, including search,” he added.