Corning Kicks Off New Advertising Campaign Highlighting Leadership in Optical Networking
December 04, 2000 08:54:00 AM ET
CORNING, N.Y.--(BUSINESS WIRE)--Dec. 4, 2000--Corning Incorporated GLW today launched its first corporate advertising campaign
in 30 years, focusing on Corning's dynamic role in the rapidly expanding optical networking industry. Conveyed through an innovative
creative approach, the campaign's central message is that Corning is a major player in optical communications, and optical
communications is an essential technology for the future.
Developed by New York-based agency Doremus Advertising, the campaign tells Corning's story through the imagery of light, which works
as a metaphor both for the optical network and for Corning. The spots advise that while no one can predict the future, one key variable is
clear: it will be shaped by the optical network, and Corning will lead the way in bringing this network to the world. The campaign builds on
the momentum established by Corning's corporate branding initiative earlier this year, which unveiled a new logo, mark, and the tagline
"Discovering Beyond Imagination."
"This campaign comes at a pivotal point in Corning's 150-year history," said John Loose, president and chief operating officer for
Corning. "By concentrating our business strategies on key growth industries, and using our materials technologies to create a competitive
advantage, we have produced profitable growth for Corning and its employees. Now, it's time to give our core audiences - including
investors, customers and potential recruits - a deeper understanding and appreciation of the new Corning and its role in the future of
technology development."
Since 1997, Corning has placed particular emphasis on growing its business in the optical layer space, where photonic components join
with optical fiber, cable and hardware to maximize the performance of optical communications networks. The growing hunger for
networking bandwidth, brought on by exponential growth in Internet use and e-commerce, has created intense demand for Corning's fiber
optics and optical networking strategy and products. Corning is currently a world leading supplier of optical fiber.
The campaign includes two 30-second television spots and a series of four print advertisements. The ads will start running on December
5 in key business publications such as the Wall Street Journal, the New York Times, Forbes and the Financial Times; top cable channels
such as CNN, CNBC and A&E History; and various scientific, local and regional outlets.
"Corning's ads are unlike anything you've ever seen before," said Danny Gregory, chief creative officer for Doremus. "They balance
cutting-edge technology with a very human and emotional appeal, perfectly capturing the personality of the new Corning."
For the print campaign, the ads' striking visuals were developed by taking time-release photographs of pyrotechnics, then layering one
image on top of the other to create a dynamic, 3-D effect. The theme was continued in the television campaign by filming numerous
light-reflecting objects, from simple glow sticks and flashlights to specially created glass structures. In the first ad, these vivid images
seem to leap off the screen, accompanied by the voice-over, "It's changing the world at the speed of light. Touching everything we do. The
global optical network is carrying the stuff of the world. And Corning is at its core. Corning. Discovering beyond imagination."
Established in 1851, Corning Incorporated (www.corning.com) creates leading-edge technologies for the fastest-growing markets of the
world's economy. Corning manufactures optical fiber, cable and photonic products for the telecommunications industry; and
high-performance displays and components for television and other communications-related industries. The company also uses
advanced materials to manufacture products for scientific, semiconductor and environmental markets. Corning's revenues in 1999 were
$4.7 billion.
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