BUSINESS & Sports - Toshiba to Feature Yelena Isinbayeva in Advertising in Russia - October, 2007

Ms. Yelena Isinbayeva (Photo: Business Wire)

Saturday October 13, 2007

Starting From Launch of New TVs and Smartphone

MOSCOW, RUSSIA - (BUSINESS WIRE)

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. Isinbayeva, the world record holder in the pole vault, will promote Toshiba’s entire Russian product line-up, starting with PCs and smartphones.

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.

Isinbayeva started her relationship with Toshiba by attending the Moscow press conference held Wednesday October 10 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 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.

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

(Business Wire)

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