Toshiba to Feature Yelena Isinbayeva in Advertising in Russia



    Starting From Launch of New TVs and Smartphone

    MOSCOW, October 10 /CNW/ - Toshiba Corporation expects to reach new
heights in the fast growing Russian market with an advertising campaign that
will feature Yelena Isinbayeva, one of the world's most famous athletes. In a
series of ads that will run from October onwards, Ms. Isinbayeva, the world
record holder in the pole vault, will promote Toshiba's entire Russian product
line-up, starting with PCs and smartphones. Ms. Isinbayeva started her
relationship with Toshiba by attending the Moscow press conference held
earlier today to unveil new LCD TVs.

    Russia has seen robust economic growth in recent years, and Toshiba is
responding. The Company established Toshiba Rus LLC in 2006 to handle
nationwide marketing of consumer products, including notebook PCs and LCD TVs.
By working with Ms. Isinbayeva, one of the most recognized and admired women
in Russia, Toshiba will take its print and TV advertising to a higher level,
starting with the new line-up of REGZA LCD TVs and the first Toshiba
smartphone launched in the Russian market. The campaign will ultimately be
extended to PC and home appliances and will center on TV and outdoor
signboards.

    Yelena Isinbayeva is one of the most popular athletes active today. This
current world record holder in the women's pole vault has broken her own
record 20 times. Her most recent successes include the gold medal at the 11th
IAAF World Athletics Championships in Osaka 2007 and winning a share of the
Golden League jackpot after having taken the first place in all six major
events on the 2007 international Golden League circuit. Ms. Isinbayeva's
dynamic image, her global reputation and determination to win and to be the
best, closely match Toshiba and the essence of the company's brand tagline,
"TOSHIBA Leading Innovation."

    Toshiba is an active sponsor of major sporting events around the world.
Toshiba Group is the official sponsor of the Rugby World Cup 2007, now nearing
its climax in France, and of various competitions hosted by the Asian Football
Confederation. In August, the Company started an ad campaign in China
featuring Ms. Guo JingJing, China's leading woman diver, and the Chinese
synchronized swimming team. Toshiba will continue to promote marketing
activities in the regions of the world in conjunction with strengthening its
overseas presence.

    Profile of Ms. Yelena Isinbayeva

    Date of birth: June 3, 1982

    Height: 170cm

    Major achievements: Champion pole-vaulter who has broken her own world
record 20 times. World record holder outdoors (5m 01cm) and indoors (4m 93cm).

    2007: Gold medalist, women's pole vault, World Championships in Athletics
Osaka

    MULTIMEDIA AVAILABLE:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5514440




For further information:

For further information: Toshiba Corporation Corporate Communications
Office Ken Shinjo, +81-3-3457-2105 Fax: +81-3-5444-9202
http://www.toshiba.co.jp/contact/media.htm

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