Toshiba Corporation expects to reach new heights in the fast
growing Russian market with an advertising campaign that will feature
Yelena Isinbayeva, one of the world's most famous athletes. In a
series of ads that will run from October onwards, Ms. Isinbayeva, the
world record holder in the pole vault, will promote Toshiba's entire
Russian product line-up, starting with PCs and smartphones. Ms.
Isinbayeva started her relationship with Toshiba by attending the
Moscow press conference held earlier today to unveil new LCD TVs.
Russia has seen robust economic growth in recent years, and
Toshiba is responding. The Company established Toshiba Rus LLC in 2006
to handle nationwide marketing of consumer products, including
notebook PCs and LCD TVs. By working with Ms. Isinbayeva, one of the
most recognized and admired women in Russia, Toshiba will take its
print and TV advertising to a higher level, starting with the new
line-up of REGZA LCD TVs and the first Toshiba smartphone launched in
the Russian market. The campaign will ultimately be extended to PC and
home appliances and will center on TV and outdoor signboards.
Yelena Isinbayeva is one of the most popular athletes active
today. This current world record holder in the women's pole vault has
broken her own record 20 times. Her most recent successes include the
gold medal at the 11th IAAF World Athletics Championships in Osaka
2007 and winning a share of the Golden League jackpot after having
taken the first place in all six major events on the 2007
international Golden League circuit. Ms. Isinbayeva's dynamic image,
her global reputation and determination to win and to be the best,
closely match Toshiba and the essence of the company's brand tagline,
"TOSHIBA Leading Innovation."
Toshiba is an active sponsor of major sporting events around the
world. Toshiba Group is the official sponsor of the Rugby World Cup
2007, now nearing its climax in France, and of various competitions
hosted by the Asian Football Confederation. In August, the Company
started an ad campaign in China featuring Ms. Guo JingJing, China's
leading woman diver, and the Chinese synchronized swimming team.
Toshiba will continue to promote marketing activities in the regions
of the world in conjunction with strengthening its overseas presence.
Profile of Ms. Yelena Isinbayeva
Date of birth: June 3, 1982
Height: 170cm
Major achievements: Champion pole-vaulter who has broken her own
world record 20 times. World record holder outdoors (5m 01cm) and
indoors (4m 93cm).
2007: Gold medalist, women's pole vault, World Championships in
Athletics Osaka
