Xerox Corp. next week will launch its largest advertising campaign in years, aimed at promoting its brand and business process outsourcing work.
The campaign, which will feature ads in print, on television, online and even in airports, starts Tuesday in the United States and will roll into Europe later in the year. A website tied to the campaign, RealBusiness.com, also goes live on Tuesday.
Xerox ad campaign to promote business process outsourcing service
Matthew Daneman • Staff writer • September 3, 2010
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Xerox Corp. next week will launch its largest advertising campaign in years, aimed at promoting its brand and business process outsourcing work.
The campaign, which will feature ads in print, on television, online and even in airports, starts Tuesday in the United States and will roll into Europe later in the year. A website tied to the campaign, RealBusiness.com, also goes live on Tuesday.
Xerox’ customers are other businesses, as opposed to consumers, and the ad campaign will focus on business-oriented media outlets, said Christa Carone, chief marketing officer.
“We’ll be on CNBC, for example. CNN.com, Sunday morning news programs, Fortune magazine, The Wall Street Journal,” she said.
Carone declined to say how much Xerox is spending, but said it was the company’s largest such campaign “in a couple of decades.”
The ads will feature a variety of brand characters from other companies, such as Mr. Clean and a Marriott Hotels & Resorts bellman, and show them doing business processes such as digitizing documents. The message is that Xerox has made a huge push into back-office business function outsourcing with the $6.4 billion acquisition earlier this year of Affiliated Computer Services of Texas.
The ACS deal was the impetus for the campaign, Carone said. “Strategically, we’ve absolutely transformed this company. Now we need to transform our marketing and shift the external perceptions so people recognize Xerox as not just a technology company.
“The perception of the brand still tends to be closely associated with the copier and printer business,” she said. “We’re trying to disrupt some of those legacy perceptions.”
The campaign was created by Young & Rubicam, with the digital portions and website developed by VML.
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Source:-http://www.democratandchronicle.com/article/20100903/BUSINESS/9030309/1001/business

