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10/06/2010

Hitachi Launches Brand Campaign Highlighting Social Innovation Business

Campaign Illustrates Hitachi’s Contributions to Green Infrastructure Initiatives and Advances in Technology

TARRYTOWN, NY, October 6, 2010 – Hitachi America, Ltd. today announced the debut of a new corporate brand campaign, an evolution of its “Interconnected” campaign launched earlier this year.  The new campaign targeted at C-level executives and key business decision makers consists of two new print executions focused on Social innovation businesses, including IT, Green Mobility and Energy industries.

The campaign also features an enhanced microsite (www.hitachi.us/connected) that easily categorizes Hitachi’s businesses and provides visitors with an easy way to navigate the web site. It allows visitors to explore of the diversity and breadth of Hitachi’s leadership in the fields of Energy, Green Mobility, Green IT, High Functional Materials and Life Sciences.

The campaign will also be supported by high level, invitational events Hitachi is sponsoring in collaboration with Harvard Business Review that will examine technological solutions to critical global infrastructure issues. These events will be supported through “live webstream” and allow relevant stakeholders to participate in the events virtually via Twitter.

“Our brand campaign illustrates Hitachi’s on-going commitment to improving global infrastructure, while simultaneously reducing CO2 emissions through sophisticated technology solutions by addressing some of the most pressing issues including energy, mobility, IT and health challenges facing society today,” said Lauren Garvey, Director of Branding and Corporate Communications, Hitachi America, Ltd. “Whether providing key components to improve hybrid rail transportation, facilitating industry’s transition to Smart Grid solutions or making advancements in the way radiation therapy is delivered to cancer patients, Hitachi is playing an integral role in society. It is helping to shape society by providing meaningful and cutting-edge technologies for improving our society as a whole,” she continued.

“Our goal was to develop a campaign that highlighted how Hitachi is playing a pivotal role in helping to solve today’s infrastructure challenges. The print campaign, content-rich microsite and custom events have all been designed to educate different audiences about these global challenges and how Hitachi products can help meet them,” said Peter McGuinness, Chairman & CEO at Gotham, Inc. the creative agency responsible for development of the campaign.

Print advertising will run in mainstream and vertical business publications including: Bloomberg Businessweek, CIO Magazine, The Economist, Fast Company Magazine, Fortune Magazine and Harvard Business Review.

Banner ads driving visitors to the microsite will engage the same business audiences online. Initiative, a performance led communications agency, managed the media for Hitachi’s brand campaign in North America. Billings for the campaign not disclosed.

About Hitachi America, Ltd.

Hitachi America, Ltd., headquartered in Tarrytown, New York, a subsidiary of Hitachi, Ltd., and its subsidiary companies offer a broad range of electronics, power and industrial equipment and services, automotive products and consumer electronics with operations throughout the Americas. For more information, visit www.hitachi-america.us. For more information on other Hitachi Group companies in the United States, please visit www.hitachi.us.

About Hitachi, Ltd.

Hitachi, Ltd., (NYSE: HIT / TSE: 6501), headquartered in Tokyo, Japan, is a leading global electronics company with approximately 360,000 employees worldwide. Fiscal 2009 (ended March 31, 2010) consolidated revenues totaled 8,968 billion yen ($96.4 billion). Hitachi will focus more than ever on the Social Innovation Business, which includes information and telecommunication systems, power systems, environmental, industrial and transportation systems, and social and urban systems, as well as the sophisticated materials and key devices that support them. For more information on Hitachi, please visit the company's website at www.hitachi.com.

About Gotham Inc.

Gotham services the integrated communication needs of clients in fashion and beauty, retail, healthcare, financial services, hi tech and packaged goods categories. Clients include: Best Western, Denny’s, L’Oreal Professional, Reebok, Lindt, Lufthansa, Fresh Direct, Yellowbook.com, Waterford, Wedgewood, Royal Doulton (WWRD Holdings), Goody, Hitachi America, Maybelline, Remington, Time Warner Cable and Newman’s Own. For more information, visit www.gothaminc.com.

About Initiative

Initiative (www.initiative.com) is a performance led media communications company that transforms media exchanges into marketing results through a commitment to performance. Initiative believes that all marketing should be performance-driven. Data, analytics, insight and innovation are central to all our services, and we hold ourselves fully accountable to client business goals. This commitment to performance is at the heart of Initiative's unique process and culture. Owned by the Interpublic Group, Initiative is part of media management group Mediabrands and a partner of Magna, IPG’s centralized media negotiation entity. Initiative employs more than 2500 talented professionals, working in 91 offices across 70 markets, worldwide. Initiative’s comprehensive range of performance-led communications services include: research and insight, media planning and buying, digital communications solutions, content creation, and evaluation and accountability services.

Contacts

Mickey Takeuchi
Hitachi America, Ltd.
914-333 -2987
Masayuki.Takeuchi@hal.hitachi.com


Alyssa Siegel
Gotham, Inc.
212-396-9179
alyssa@aj-media.com