“Hei Key” Colors for Heidelberg Push
June 18, 2007

Heidelberg launches HEI TECH image
In the runup to drupa 2008, the world’s largest trade show for the print media industry in Dusseldorf from May 29 to June 11, 2008, Heidelberger Druckmaschinen AG (Heidelberg) is to launch a new, global image campaign.

HEI TECH = HI TECH From Heidelberg
The new motifs are centered around the headline “HEI TECH” which stands for high technology and forms the basis for the overall concept. It makes sense in English as a play on the Heidelberg name: “High” becomes “HEI” – a component of the Heidelberg brand.

Premium Promise
“The headline is both a promise and a message,” says Adriana Nuneva, senior VP Global Marketing at Heidelberg. “It communicates the values of the company and our passion for presses, engineering skill and services. We offer our customers all over the world premium-quality, cutting-edge technology. With the new motifs, we are stressing our claim to be a market and innovation leader for the whole sheetfed offset value-added chain,” Nuneva says, outlining the principles of the new campaign.

The new campaign will be launched worldwide with the emphasis on the international print media on July 1, 2007. Three phases in total, each with different motifs in color or black and white, are planned over a period of around four years. The campaign motifs have been designed for the press, prepress and postpress sectors. Special drupa motifs are to follow and further image motifs will be added after the trade show.

The new campaign was conceived by Scheufele Kommunikation in Frankfurt.

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