News Releases

9/02/1997

Hitachi's New Corporate Ad Campaign Pushes Big Screen TV To Promote The Company's High Technology Position

TARRYTOWN, N.Y.

Sep 2, 1997 00:00 AM

-- Shelley Long, New Spokesperson, Asks "Who's the Brightest of Them All?" --

Hitachi America, Ltd., today announced the debut of a new Hitachi corporate advertising campaign in the U.S., which kicked off during the premier of ABC-TV's Monday Night Football. The new multi-million dollar campaign is being sponsored by parent company Hitachi, Ltd. and comprises both print and electronic media.

Shelley Long, star of television and movies and well known for her role in the popular sitcom "Cheers," has been selected as the spokesperson for the company's UltraVision premium projection televisions (PTVs).

The thrust of the corporate image campaign is to amplify on Hitachi's position as a technological leader through its products. The Hitachi UltraVision brand is one of the company's most advanced consumer electronic products and incorporates several of Hitachi's exclusive technologies, including a new super bright lens system and Magic Focus, auto-convergence feature. Hakuhodo Advertising America, Inc., New York, N.Y., is implementing the new campaign.

In making the announcement, Gerard F. Corbett, head of corporate communications for Hitachi America, Ltd., Tarrytown, N.Y., said "Our ultimate goal is to substantially increase awareness of Hitachi in the North America. Hitachi is a leading global brand, and is well known in Asia and parts of Europe. This campaign combined with other efforts by several Hitachi Group companies will focus on attracting new consumers to the benefits of employing the Hitachi brand and the high quality and reliability of Hitachi products."

The broadcast media selected for the campaign includes the "Wonderful World of Disney" on Sunday nights, "Monday Night Football" and "Home Improvement" on Tuesday nights. The print effort will include "Entertainment Weekly," "Sports Illustrated," "Fortune" and "Forbes."

Hitachi recently announced several new models of UltraVision PTVs in its lineup for the 1997/98 season. The models come in 46-inch, 50-inch, 60-inch and new 70-inch screen sizes. The top-of-the-line series boasts such exclusive Hitachi features as Magic Focus auto digital convergence, and Super Bright Lens System to insure excellent picture quality. The UltraVision models also include UltraTEC on-screen display, multiviewer dual tuner, picture-in-picture, and artificial intelligence to monitor signal quality, picture content and ambient room light levels.

Hitachi Home Electronics (America), Inc., a subsidiary of Hitachi America, Ltd., develops and markets a variety of consumer electronics and commercial multimedia products.

Hitachi America, Ltd., a wholly owned subsidiary of Hitachi, Ltd., Japan, markets and manufactures a broad range of electronics, computer systems and products, semiconductors and provides industrial equipment and services throughout North America.

Hitachi, Ltd., (NYSE:HIT) headquartered in Tokyo, Japan, is one of the world's leading global electronics companies, with fiscal 1996 consolidated sales (ending March 31, 1997) of $68.7 billion. The company markets and manufactures a wide range of products, including computers, semiconductors, consumer products and power and industrial equipment.

For Media/Investor Inquiries, please contact:

Gerard F. Corbett
Hitachi America, Ltd.
Vice President
Corp. Communications Group
Tel:(650) 244-7900
Fax: (650) 244-7920
gerard.corbett@hal.hitachi.com

For all other inquiries please call:
1-800-HITACHI

If you have any questions specifically about Investor Relations in the United States, please contact our Investor Relations Department at investor.info@hal.hitachi.com .