Lexmark International launched its first global campaign to highlight the advantages of its Z Series printers, calling them “the highest resolution inkjet printers in the world.”
The multimedia campaign will run in the U.S., Canada, Europe and several markets in Latin America through a combination of television, radio, and consumer and business print.
The U.S. television campaign will debut during the upcoming 1999 Major League Baseball World Series. Print ads are running in magazines such as Time, People and Sports Illustrated.
Spending was not disclosed.
Developed by Warwick Baker O’Neill, N.Y., the campaign uses a montage of images overlaid on consumer faces to represent Lexmark’s ability to capture the consumer’s imagination in print.
The tagline is: “Passion for Printing Ideas.”
“This campaign successfully captures the true dual strengths of the Lexmark brand — our unparalleled dedication to the customer and the technological innovation that results from our single focus on printing solutions,” said Roger Rydell, vice president of corporate communications for Lexmark.
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