Corning to launch print, TV advertising campaign
siliconinvestor.com
NEW YORK, Dec 4 (Reuters) - Corning Inc., once famous for its heat-resistant cookware, said on Monday it will spend $22 million in its first corporate advertising campaign in 30 years to make sure people know it has moved into red-hot fiber optics.
Corning Inc.(NYSE: GLW) , which in 1998 sold its consumer housewares business, including the Corning Ware, Revere Ware and Pyrex brands, said in a statement that it will hit top U.S. newspapers and cable TV starting Tuesday to drive home its new position as a key player in the fast-paced technology industry.
The campaign will run in the Wall Street Journal, the New York Times, Forbes and the Financial Times, among others, and will be aired at CNN, CNBC and A&E History and other local and regional outlets, Corning said.
Corning developed the glass envelope for Thomas Edison's light bulb in 1879 and now provides fiber optic components for No. 1 network equipment maker Cisco Systems Inc. (NASDAQ: CSCO).
The Corning, N.Y.-based company provides the glass fibers for lightning-fast fiber optic communications systems and other components as well as displays and components for television. Corning, which had revenues of $4.7 billion last year, invented the first optical fiber in 1970.
Over the next 15 months, Corning will spend $22 million on the ad campaign, which was developed by New York-based agency Doremus Advertising and includes two 30-second television spots and a series of four print advertisements.
The new campaign will seek to reinforce Corning's earlier branding effort that included a new logo and the "Discovering Beyond Imagination" tagline.
Corning shares were up $1-1/2 at $62-7/16 in afternoon trading on the New York Stock Exchange. They have ranged from $33-8/16 to $113-1/4 in the past year. |
