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Hitachi Hits the Road with Experiential Marketing Campaign

-- Hitachi Welcomes Consumers to Experience Its New Line of Ultra Thin HDTVs First Hand Via a Truck Tour and Product Spotlights in Luxurious Locales Throughout the U.S.--

Chula Vista, CALIFORNIA, March 3, 2008 — Hitachi today kicked off its "Thin Is In Motion" marketing campaign, which features two innovative promotional elements: a mobile truck tour and a hands on experience program.

Hitachi has partnered with several high-end locations for product placements of its new “1.5” family of HDTVs. Called 1.5 due to their ultra thin 1.5-inch depth, Hitachi’s displays were introduced in January and have already generated widespread consumer interest, along with industry awards and acclaim. The locations in which the new displays will be spotlighted include hotels and department stores around the U.S.. Because these locations cater to an upscale, highly affluent and luxury-conscience individual, they are the ideal match for the Hitachi 1.5 displays, which are targeted at precisely this sort of refined, discerning consumer.

These “experiential” product showcases are the ideal way to show off the sleek, slim design of the new Hitachi 1.5 family of LCDs. Not only will visitors be able to see the waiflike profile and elegant design, they can experience first-hand the breakthrough Hitachi technology which creates a visual and “sound-sational” experience unlike that of any other HDTV on the market.

Available this spring, the new 1.5 ultra thin displays from Hitachi will be available in multiple sizes – 32”, 37” and 42” (and a 47” available this fall) – designed to provide consumers with a range of options for placement throughout the home. Whether placed discreetly in a bathroom, kitchen, office or bedroom or as the centerpiece of a state-of-the-art home theater system, these stylish new displays pack style and performance into a sleek, compact and lightweight form factor that is the ideal complement to an elegant, modern home decor.

In addition to the experiential product placements, Hitachi has also kicked off a mobile truck tour. Beginning in March, four Hitachi-branded 17 foot trucks will travel the country to showcase the 1.5 displays. The trucks will each contain one 32” black display, one 32” white display and one 37” black display that will all run high-definition content. The two 32” models will be on pedestals that rotate so consumers can fully experience the thinness of the displays. The truck tour and product placements will run through the month of March and will travel to more than 75 cities.

“Seeing definitely is believing and that is very important, but our Thin Is In Motion campaign goes a step further by allowing consumers an immersive experience with our exciting new 1.5 product family,” said Daniel Lee, vice president of marketing, Hitachi America, Ltd., Ubiquitous Platform Systems Division. “We know that once consumers engage with our ultra thin displays, when they observe the sleek, elegant design from 360-degrees front to back, when they view the eye-popping high-def visuals and hear the amazing sound quality, they will appreciate why the Hitachi brand is recognized worldwide as a technology and style leader.”

The campaign’s two innovative components were planned in partnership with Hitachi’s media, marketing and digital agency Initiative, part of the Interpublic Group of Companies. The product placement and truck tour will run throughout the month of March. For a complete list of cities, visit


Hitachi America, Ltd., Ubiquitous Platform Systems Division produces and markets a wide variety of digital products for business and consumers. The division's Consumer Group markets high-definition plasma televisions and monitors and flat panel HDTVs, as well as Blu-ray Disc™, DVD and HDD camcorders. The division's Business Group markets LCD projectors, interactive panels and whiteboards and security and observation system products through value added resellers, system integrators, distributors and OEM partners. Hitachi

Software Engineering America, Ltd. develops advanced interactive communications tools for education, training and boardroom applications including interactive whiteboards, plasma displays and tablets all powered by the company's category-leading StarBoard software.

Hitachi has a unique position in the marketplace by manufacturing and developing its own core technologies to provide consumers and businesses with optimal product performance in each of Hitachi's product categories. For consumer products, please visit For business products, please visit For more information about electronic whiteboards and StarBoard software, please visit Hitachi Software at

Hitachi America, Ltd., a subsidiary of Hitachi, Ltd., markets and manufactures a broad range of electronics, computer systems and products, and consumer electronics, and provides industrial equipment and services throughout North America. For more information, visit

Hitachi, Ltd., (NYSE: HIT / TSE: 6501), headquartered in Tokyo, Japan, is a leading global electronics company with approximately 384,000 employees worldwide. Fiscal 2006 (ended March 31, 2007) consolidated revenues totaled 10,247 billion yen ($86.8 billion).

The company offers a wide range of systems, products and services in market sectors including information systems, electronic devices, power and industrial systems, consumer products, materials and financial services. For more information on Hitachi, please visit the company's website at


Tamara Deschryver
Hitachi America, Ltd.
(619) 591-5413

Cecile Ashby
Current Lifestyle Marketing
(713) 513-9562

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