New words take Heidelberg higher than before

The words, which stand for 'high technology', are the first motif that will launch the new Heidelberg image campaign worldwide as of 1 July 2007. "The headline is both a promise and a message," said Adriana Nuneva, senior vice president, global marketing at Heidelberg. "With the new motifs, we are stressing our claim to be a market and innovation leader for the whole sheetfed offset value-added chain."

"Heidelberg consulted widely on the elements of the HEI campaign and HAN
are right behind it," said Glenn Plummer, general manager of marketing and product placement, HAN. "The values extolled by the campaign reflect what
we are about and as such the campaign will enhance our brand and support
the messages we want our customers to remember."

This is not the first time that Heidelberg has changed its image, according to Plummer, who points to drupa 2004 and IPEX 2006 as previous examples. "We believe that Heidelberg's core image as an experienced supplier of premium quality, innovative products along with being attentive to customer needs and
providing advice and assistance to help optimise print production is
generally maintained by us through all aspects of our market
communication, as well as delivering what we promise," he said.

"When a new campaign such as HEI is launched it is not so much a change in how we project ourselves but rather a new platform upon which to refresh our
communications."

Consisting of three phases, the new motifs are planned to cover a period of four years and have been designed for the press, prepress and postpress sectors, with special drupa motifs to follow.

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