Hitachi unveils corporate brand campaign

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Hitachi America this month rolled out a corporate brand campaign designed to show how the company is focusing on such “social innovation” businesses as energy, IT and transportation. The effort includes print, online and events, and is an extension of Hitachi's “Interconnected” campaign, which debuted earlier this year.

Gotham, New York, created the latest campaign, which is targeted at C-level executives and business decision-makers. Initiative, New York, handled media. The budget was undisclosed.

“Our brand campaign illustrates Hitachi's ongoing commitment to improving global infrastructure while simultaneously reducing CO2 emissions through sophisticated technology solutions by addressing some of the most pressing issues—including energy, mobility, IT and health challenges—facing society today,” said Lauren Garvey, director of branding and corporate communications at Hitachi America.

Garvey pointed to such Hitachi products as hybrid rail transportation, smart-grid energy systems and advanced health technologies to show how Hitachi is playing an integral role in society.

Print ads are running in publications including Bloomberg Businessweek, CIO, The Economist, Fast Company and Harvard Business Review. The campaign also includes banner ads, a microsite at and thought-leadership events. For example, Hitachi is sponsoring a series of events with Harvard Business Review that will examine technological solutions to global infrastructure issues.

“Our goal was to develop a campaign that highlighted how Hitachi is playing a pivotal role in helping to solve today's infrastructure challenges,” said Peter McGuinness, chairman-CEO at Gotham, New York. “The print campaign, content-rich microsite and custom events have all been designed to educate different audiences about these global challenges and how Hitachi products can help meet them.”

On the microsite, visitors can explore Hitachi's different businesses. The site includes videos, case studies, white papers and social media connections.

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