Ricoh unveils new brand platform at Ricoh Women’s British Open
London, 22 July, 2009 – Ricoh, the office and production printing market specialist, is set to unveil its new brand platform at the Ricoh Women’s British Open, the flagship golf tournament beginning on 30 July.
Ricoh Europe will be making full use of its title sponsorship of the event to unveil its new brand platform to customers and partners. The new approach is part of the company’s strategy to raise overall brand awareness in the region and present a consistent brand identity to the market.
Under the brand platform, ‘Moving Ideas Forward’ Ricoh is communicating its three key attributes; innovation, expertise and sustainability. By connecting all three, Ricoh is helping its customers achieve their goals with innovative solutions that add true business value. The company will be unveiling its new brand platform through a variety of online and offline activities:
- A guerrilla-style media campaign using global brand ambassador and golf mega star, Paula Creamer featuring in a series of ambient advertisements around London and in major train stations and airports. Members of the public that spot the pink Paula Creamer cut outs on show at one of the five London locations can enter a competition to win one of 15 Ricoh cameras. Paula Creamer posters will also appear on the side of ad trucks driving around London in the run up to the event.
- A broad-reaching online campaign including tailored adverts created by JWT, a refreshed Ricoh Europe website and a series of viral videos offering golfing solutions to some tricky business problems.
- A new visual identity using the Moving Ideas Forward strap line will be on show in the Ricoh Pavilion at the Ricoh Women’s British Open where Ricoh will be hosting customers and partners. The pavilion will also include an interactive touch screen display, which will advise customers on improving their game and moving their ideas forward.
Javier Diez-Aguirre, Director Corporate Communications, Ricoh Europe PLC says, “The new Ricoh brand platform – Moving Ideas Forward – will be embedded into all our online and offline communications and underpins the company’s strategic vision to grow the brand in key markets. In the same way that we are moving our customer’s ideas forward, so too are we helping the sports teams of today and tomorrow move their ideas forward. Therefore our sponsorship of the Ricoh Women’s British Open is a fitting platform from which to unveil our brand vision to our customers and partners.”