Toshiba Lights Up the New York's Times Square with Brand Promotion Signboard

    NEW YORK, December 4 /CNW/ - Toshiba will start to light up the city
today, when it switches on a new LED signboard to send its message shining out
over Times Square. The new display brings Toshiba's message to the heart of
New York's business and entertainment district, and is part of enhanced global
marketing activities to promote recognition of the Toshiba brand.

    The LED signboard is 50 feet (about 15 meters) square and has pride of
place on top of One Times Square Building, 285 feet (about 87 meters) above
the crowds of Times Square, overlooking the intersection of Broadway and 42nd
Street. It will make full use of the versatility of LEDs in visual displays of
Toshiba's corporate message, to appeal products and brands for different times
of the year, and to send out messages in tune with the seasonal changes of New
York. The new sign will be switched on at 17:00, EST, today.

    Among many spectacular sites in New York, a world center of finance,
fashion and entertainment, the One Times Square building is one of the most
popular spots in Manhattan. The annual New Year countdown at the building is
broadcast worldwide, and has a viewing audience of 1 billion people. Toshiba
expects to generate substantial publicity for its brand and products by
positioning the signboard at the heart of the city, a place visited by over 50
million tourists and businesspeople a year.

    Toshiba aims for a significant expansion of its global business under its
current mid-term business plan, and is engaged in a number of new,
consumer-directed promotion programs. These include contracts with Guo
Jingjing, the Chinese diver, and Yelena Isinbayeva, the Russian pole-vaulter,
to promote Toshiba products globally. The company is aiming to enhance the
global value of the Toshiba brand through measures that include installing
neon signage in Hong Kong and unfolding brand advertising close to London's
Heathrow Airport.

    About Toshiba

    Toshiba is a world leader and innovator in pioneering high technology, a
diversified manufacturer and marketer of advanced electronic and electrical
products spanning information & communications equipment and systems; digital
consumer products; electronic devices and components; power systems, including
nuclear energy; industrial and social infrastructure systems; and home
appliances. Toshiba was founded in 1875, and today operates a global network
of more than 670 companies, with over 191,000 employees worldwide and annual
sales surpassing US$60 billion. Visit Toshiba's web site at


For further information:

For further information: Toshiba Corporation Keisuke Ohmori,
+81-3-3457-2105 Corporate Communications Office Fax: +81-3-5444-9202

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