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BROADCAST NEWS: Seiko, which marks its 100th anniversary this year, has revealed its return to broadcast advertising in the United States with the launch of its new “The Seiko Nation” marketing campaign in the fall.
The U.S. campaign, developed with branding and advertising agency SelectNY, will consist of print, digital, social, point of sale, mobile, cause marketing and a new broadcastinitiative, featuring the tagline “Progress to Seiko.” The national spot will air in both 15-second and 30-second versions.
“With ‘The Seiko Nation,’ we are proud to implement a new campaign strategy that will continue to bring Seiko to the forefront of the timepiece industry in the United States,” stated Yosh Kawada, president and chief executive officer of Seiko Corporation of America.
“’The Seiko Nation’ speaks to the entire Seiko brand, which is an exciting, new approach for us and our progressive philosophy of presenting paramount design, quality and precision in each watch we produce, from start to finish,” he added.
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Seiko said the campaign would put the spotlight on a community of “self-expressed watch seekers — passionate pioneers — who take pride in making candid choices that define their personal style.”
These include its local brand ambassadors, soccer players Landon Donovan and Hope Solo, in addition to new faces, including eco-entrepreneur Graham Hill and ballet dancer Jessica Saund. Donovan and Solo will be featured in the television spots and in two different design layouts for print and digital.