Toshiba Lights Up the New York´s Times Square with Brand Promotion Signboard

Toshiba will start to light up the city today, when it switches on
a new LED signboard to send its message shining out over Times Square.
The new display brings Toshiba´s message to the heart of New York´s
business and entertainment district, and is part of enhanced global
marketing activities to promote recognition of the Toshiba brand.

The LED signboard is 50 feet (about 15 meters) square and has
pride of place on top of One Times Square Building, 285 feet (about 87
meters) above the crowds of Times Square, overlooking the intersection
of Broadway and 42nd Street. It will make full use of the versatility
of LEDs in visual displays of Toshiba´s corporate message, to appeal
products and brands for different times of the year, and to send out
messages in tune with the seasonal changes of New York. The new sign
will be switched on at 17:00, EST, today.

Among many spectacular sites in New York, a world center of
finance, fashion and entertainment, the One Times Square building is
one of the most popular spots in Manhattan. The annual New Year
countdown at the building is broadcast worldwide, and has a viewing
audience of 1 billion people. Toshiba expects to generate substantial
publicity for its brand and products by positioning the signboard at
the heart of the city, a place visited by over 50 million tourists and
businesspeople a year.

Toshiba aims for a significant expansion of its global business
under its current mid-term business plan, and is engaged in a number
of new, consumer-directed promotion programs. These include contracts
with Guo Jingjing, the Chinese diver, and Yelena Isinbayeva, the
Russian pole-vaulter, to promote Toshiba products globally. The
company is aiming to enhance the global value of the Toshiba brand
through measures that include installing neon signage in Hong Kong and
unfolding brand advertising close to London´s Heathrow Airport.

About Toshiba

Toshiba is a world leader and innovator in pioneering high
technology, a diversified manufacturer and marketer of advanced
electronic and electrical products spanning information &
communications equipment and systems; digital consumer products;
electronic devices and components; power systems, including nuclear
energy; industrial and social infrastructure systems; and home
appliances. Toshiba was founded in 1875, and today operates a global
network of more than 670 companies, with over 191,000 employees
worldwide and annual sales surpassing US$60 billion. Visit Toshiba´s
web site at www.toshiba.co.jp/index.htm