Heidelberg strengthens importance of print media with new image campaign
Press release from the issuing company
August 15, 2003 -- Heidelberg is beginning its new international image campaign "Passion Dots". The company is launching four different advertising motifs worldwide to run until Drupa in May 2004 under the motto "Passion for Print", which will mainly feature in communications magazines and printing journals.
The campaign stresses the passion and precision associated with printing and the company's commitment to quality vis-à-vis its customers. The four motifs feature the primary colors cyan, magenta, yellow and black, with the screen dots of each printing product forming the main focus of the adverts. A high-quality print product is always more than just a lot of screen dots, as its aim is to express and stimulate emotion. Heidelberg solutions are synonymous with high quality print products. The aim of the campaign is to strengthen the Heidelberg brand further and to promote the importance of the medium of print, in particular by relating it directly to Heidelberg. The target groups of this advertising campaign include print buyers from agencies, marketing managers from businesses and conventional printers who are Heidelberg's direct customers.
"Heidelberg's motto is "Passion for print" because, regardless of whether Heidelberg communicates with printers themselves or with marketing managers, our passion for printing is what distinguishes us from others. For Heidelberg, "Passion for print" means encouraging the industry to analyze standards constantly and, consequently, to remain true to its commitment to quality," explains Adriana Nuneva, Head of Global Brand Management at Heidelberg at the presentation of the campaign.
The motifs were created through cooperation with the international advertising agency Michael Conrad & Leo Burnett.
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