We don't see this often – injection molding machinery has made an appearance at what some call the advertising mecca of the world – New York's Times Square.
China's Haitian International Holdings Ltd. announced its corporate branding ad was displayed at the Times Square on Oct. 1 and Oct. 2.
How did an injection molding press maker decide to get in one of the world's most expensive ad space? What's the expected ROI of this branding investment in one the world's busiest pedestrian intersections?
Times Square claims an overage daily traffic of over 300,000 pedestrians and 115,000 drivers/passengers, and signage advertising there can expect nearly 1.5 million impressions each day.
However, it wasn't all about that for Haitian.
Its ad was part of a Chinese overseas branding initiative that included 66 top brands from the country that have established some international clout. The display dates came on the heels of China's President Xi Jinping's state visit to the United States. Also, Oct. 1 was the 66th anniversary of the People's Republic of China.
The bilingual ads demonstrated Chinese brands' prowess and confidence to the world, showing that China is on its way transitioning from a manufacturing powerhouse to a powerhouse of brands, Haitian said in a statement.
Haitian's growth trajectory reflects China's rise in the world arena, the Ningbo-based company said. It deems its participation in the Times Square ad program an “utmost honor” on behalf of China's machinery industry, it added.
“It shows not only Haitian's conviction to lead the industry and the determination to explore international markets, but also its heart to contribute to the country and serve the world, and will further boost the Haitian brand's international impact,” it said.