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United Technologies extends reach of corporate advertising campaign


HARTFORD, Conn.– United Technologies Corp. (NYSE: UTX) today announced an extension of its corporate advertising campaign, known as “Cross Section,” with a new long-copy, small-space format designed initially to run exclusively opposite the editorial page in targeted financial, business and thought leader publications. The new ads, which will begin to run Wednesday, April 2, and continue for 13 consecutive Wednesdays, provide a deeper, richer look into the sustainable processes, products and philosophy of United Technologies Corporation.

UTC’s “Cross Section” campaign won IR Magazine’s “Best Corporate Advertising” award in 2007.

Each small-space ad, which will feature the hand-drawn artwork of UTC products and technologies used in its current campaign, addresses important issues of the day from sustainability and leadership to innovation and quality. The ads feature statements by UTC Chairman and Chief Executive Officer George David, and UTC President and Chief Operating Officer Louis Chênevert.

“UTC has a richness and depth of performance seen most graphically in its 20 percent reduction of energy consumption since 1997 while doubling revenues during the same period,” said Nancy T. Lintner, UTC vice president, communications. “The new long-copy ads allow UTC, through the vision and voice of our leadership, to provide a complete picture of the company’s sustained commitment to performance.”

The print ads encourage the reader to view additional material online at

“UTC has always brought big ideas to every place they do business,” said Lee Garfinkel, chairman and chief creative officer, DDB New York. “This campaign allows us to demonstrate just how passionate UTC’s leadership is about larger global issues as well as innovative technologies.”

Additionally, UTC will expand its “Cross Section” advertising campaign later this month into China, with print ads in Beijing and Shanghai. DDB Worldwide, the New York-based advertising firm, developed both campaigns.

“The ads, adapted specifically for the China market, communicate the company’s growth and presence in the country,” Lintner said. “The campaign defines how UTC’s energy-efficient products meet the fast growing needs of a rapidly urbanizing and increasingly environmentally-aware China.”

UTC’s China revenues last year exceeded $2 billion. UTC entered the Chinese market in 1888 thought its Otis Elevator unit.

DDB Worldwide’s New York and Shanghai offices worked with UTC to modify U.S. “Cross Section” ads with regionally appropriate and culturally relevant details.

The ad campaign includes a new Web page,, and newspaper and magazine ads in Beijing and Shanghai.


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