Panasonic® campaigns for Newark as its new city
No transition is easy. Is it? Especially when you apparently perceive that the destination ahead may not be that prospective.
Electronics giant, Panasonic, is moving its headquarters from Secaucus to Newark by 2013. However, the general perception of Newark is not very good with the common people. As Joseph Taylor, CEO of the company’s North American division, said after an event that kicked off the company's own, marketing campaign, “Like it or not, the reality is the overall impression of Newark isn't good, and we want to prove to them it isn't accurate.”
Over the next 18 months, the company will be offering class trips to its employees to the city, so that they can have a better bond with the city and explore it too. “The goal”, Taylor said, “is to encourage employees to see that Newark has much more to offer than its perceived reputation.”
As a part of the campaign, the company invited 50 employees, media, and country and state officials of Newark to emphasize on the significance of the company’s move to Newark. The company is constructing its new 12 storied building at the Two Riverfront Center, which is at the intersection of McCarter Highway and Raymond Boulevard. The construction will begin in April 2012.
Panasonic received $102.4 from the state Economic Development Authority to move to Newark. However, Taylor said that there were other offers from other cities and states too, which according to him were “tremendously compelling”.
When Christie Governor of Newark, Lt. Gov Kim Guadagno, and other state officials started calling, Taylor was convinced by their personal commitment and shared vision, which according to him, made him make the move to Newark.
The office that will be shifted to Newark will become Panasonic’s new North American headquarters with 1,000 employees.