Global “Real Business” Campaign Taps Iconic Brands
September 02, 2010 – Xerox A new global marketing campaign launched today from Xerox Corporation (NYSE: XRX) – the most ambitious and innovative the company has ever created – explores how Xerox helps iconic brands like Marriott Hotels & Resorts with business process and document management, freeing them to focus on what matters most – their real business.
Can you imagine Procter & Gamble's powerful Mr. Clean digitizing millions of documents while also cleaning; or a Marriott Hotels & Resorts’ bellman providing exceptional guest services and processing invoices at the same time? Don't you think Bullseye the Target dog could use a hand customizing Target’s direct-mail program?
The campaign takes brand characters out of their expected roles and shows them doing business processes such as invoicing or digitizing documents with exaggerated results. The campaign demonstrates there are better ways for companies to handle back office work – by innovating and partnering with Xerox.
“We’re fortunate to have great client partners who worked side-by-side with us in showing how their businesses benefit when Xerox is doing what we do best. Along with the innovative use of brand icons, we’re cutting through the clutter with innovative media, like interactive billboards, and attention-grabbing digital units,” said Christa Carone, chief marketing officer, Xerox. “It’s all about communicating the new Xerox in fresh and engaging ways to disrupt legacy perceptions of the Xerox brand, and turn up the volume on the breadth and depth of our services and technology.”
Print, television, Web and airport advertising kick off in the U.S. on Sept. 7 and in Europe later this year, and are complemented with a rich multimedia experience at RealBusiness.com The website, scheduled to go "live" on September 7, showcases examples of Xerox helping clients get back to real business.
“Xerox transforms the way we work, managing more than 11 million global invoices so we can focus on better serving our guests,” said Susan Thronson, senior vice president, Global Marketing, Marriott International, Inc. “This campaign shows what two customer-centric companies can do when they speed up time-consuming business processes and focus on their core business. For us, that’s providing exceptional guest service. We wouldn’t have it any other way.”
In addition to Marriott Hotels & Resorts, Target and Procter & Gamble, Xerox’s Real Business campaign spotlights its work with The New York Mets, Ducati and the University of Notre Dame, with more brands to come. The goal: show how Xerox is not only a leader in document technology, but also in business process services.
The campaign begins to broadcast the breadth of Xerox’s portfolio with heavy-weight television, print and digital media buys and by incorporating high-tech interactive billboards that use motion-sensing and touch-screen technologies. The dynamic RealBusiness.com campaign website, live on September 7, integrates customer testimonials and offerings, from IT outsourcing to finance and accounting, document management and human resources support.
The multi-million dollar global campaign is one of the company’s most significant in history. It was an integrated initiative, created by Xerox's global advertising partner Young & Rubicam, with the digital units and campaign website experience developed by VML. And MEC, Xerox’s global media agency of record, provided all media strategy, planning and buying.
Through its broad portfolio of technology and services, Xerox provides the essential back-office support that clears the way for clients to focus on what they do best: their real business. Headquartered in Norwalk, Conn., Xerox provides leading-edge document technology, services, software and genuine Xerox supplies for graphic communication and office printing environments of any size. Through ACS, A Xerox Company, which Xerox acquired in February 2010, Xerox also offers extensive business process outsourcing and IT outsourcing services, including data processing, HR benefits management, finance support, and customer relationship management services for commercial and government organizations worldwide. The 130,000 people of Xerox serve clients in more than 160 countries. For more information, visit http://www.xerox.com, http://news.xerox.com or http://www.acs-inc.com. For investor information, visit http://www.xerox.com/investor.
About Marriott Hotels & Resorts
Marriott Hotels & Resorts, Marriott Hotels & Resorts, Marriott International’s iconic business brand and flagship, inspires your best performance during travel and helps you work, relax and recharge in your own way, at nearly 500 hotels in 60 countries. Marriott Hotels support and inspire guests each and every time with real comfort, warmth and genuine care delivered through associates and experiences that help working, relaxing and connecting with others happen – so they can seize the day and prepare for the next. Marriott believes that tomorrow is a new opportunity to do something great. All Marriott hotels participate in the award-winning Marriott Rewards® frequent travel program that allows members to earn hotel points or airline miles for every dollar spent. For more information, visit www.meetthedriven.com. Visit Marriott International, Inc. (NYSE: MAR) for company information, and for the latest company news, visit www.marriottnewscenter.com.