News Releases

10/04/2011

Hitachi Launches Brand Campaign Highlighting Social Innovation Business

-- Campaign Highlights Hitachi’s Expertise and Support for Social Infrastructure --

TARRYTOWN, NY, October 4, 2011 – Hitachi America, Ltd. today announced the debut of a new corporate brand campaign, an evolution of its “Interconnected” campaign, first launched in 2009. The new campaign targets governmental influencers and policy makers a key target audience for Hitachi underscoring the company’s commitment to the Social Innovation Business. Simply, Hitachi’s Social Innovation Business fuses IT technologies with innovative solutions that improve social infrastructure.

“Our brand campaign illustrates Hitachi’s on-going commitment to improving global infrastructure through our focus on the Social Innovation Business,” said Lauren Raguzin, Director of Branding and Corporate Communications, Hitachi America, Ltd. “By offering social infrastructure solutions that take advantage of the latest technologies, research and products, Hitachi is helping to improve the quality of life for people around the world, which ultimately helps to create a more sustainable society. The new campaign illustrates how the Social Innovation Business connects the foundations of society,” she continued.

The campaign features a new print execution featuring Hitachi’s familiar “red road visual” highlighting the way in which Hitachi’s Information and Control Systems support management of global infrastructures more efficiently and eco-consciously in the power, rail and water flow management industries. A digital campaign including a Bloomberg Businessweek IPAD application also launches this month along with a revamped campaign microsite (www.hitachi.us/connected.)

Additionally, as part of the corporate brand campaign, Hitachi is a premier sponsor for the first time of The World Business Forum, a leading business symposium featuring some of today’s top business visionaries. The Forum draws more than 5,000 senior executives from around the world, including President Bill Clinton as a keynote presenter at this year’s event. The event takes place October 5-6, 2011 at the Jacob Javits Center in New York City.

The new enhanced microsite allows visitors to navigate the web site more quickly and easily. Visitors can explore the diversity and breadth of Hitachi’s leadership in the fields of Energy, Green Mobility, Green IT, High Functional Materials, Life Sciences and Water Management.

Print advertising will run in mainstream publications including: The Atlantic Magazine, Bloomberg Businessweek and The Economist. The print campaign launches this month through June, 2012.

Banner ads through a variety of online media are aimed at driving visitors to the microsite. Online media partners include Atlantic.com, CNN.com, Google, Harvard Business Review, and Washington Post.com. Billings for the campaign were not disclosed.

Gotham, Inc. is responsible for the creative and production and Initiative handles the media buying for this year’s campaign.

Hitachi America, Ltd., headquartered in Tarrytown, New York, a subsidiary of Hitachi, Ltd., and its subsidiary companies offer a broad range of electronics, power and industrial equipment and services, automotive products and consumer electronics with operations throughout the Americas. For more information, visit www.hitachi-america.us. For more information on other Hitachi Group companies in the United States, please visit www.hitachi.us.

Get updates and information on Social Innovation Business by following @SocInnovBiz_US on Twitter. For more information on Hitachi, please visit the company's website at www.hitachi.us/connected.

Hitachi, Ltd., (NYSE: HIT / TSE: 6501), headquartered in Tokyo, Japan, is a leading global electronics company with approximately 360,000 employees worldwide. Fiscal 2010 (ended March 31, 2011) consolidated revenues totaled 9,315 billion yen ($112.2 billion). Hitachi will focus more than ever on the Social Innovation Business, which includes information and telecommunication systems, power systems, environmental, industrial and transportation systems, and social and urban systems, as well as the sophisticated materials and key devices that support them.

Initiative (www.initiative.com ) is a performance led media communications company that transforms media exchanges into marketing results through a commitment to performance. Initiative believes that all marketing should be performance-driven. Data, analytics, insight and innovation are central to all our services, and we hold ourselves fully accountable to client business goals. This commitment to performance is at the heart of Initiative's unique process and culture. Owned by the Interpublic Group, Initiative is part of media management group Mediabrands and a partner of Magna, IPG’s centralized media negotiation entity. Initiative employs more than 2500 talented professionals, working in 91 offices across 70 markets, worldwide. Initiative’s comprehensive range of performance-led communications services include: research and insight, media planning and buying, digital communications solutions, content creation, and evaluation and accountability services.