Everyone has heard of GE, but few can name what they do. The industrial giant is launching a digital content hub as part of its long term brand strategy to raise awareness and understanding of its business and the role it plays in industry.
GE is one of the biggest global brands but has a difficult task in communicating what it stands for. In Australia it is best known for its finance portfolio but it plays a huge part in healthcare, aviation, and transport.
The GE Reports hub is a news style aggregator allowing users to subscribe to topics they are interested in. It links social, digital and broadcast content in one platform. Users are also encouraged to share content and opinions on the site. It goes live this week.
The site is separate to the company’s corporate website and Emma Rugge-Price, vice president of branding and communications, GE Australia and New Zealand, said it will be driven by users' interests and trends.
Rugge-Price said: “Working across so many industries and issues, we have a lot of brilliant stories to many diverse audiences. GE Reports is a platform for those stories to be shared broadly across new media channels. More and more, online media is the model for regular engagement, so we hope to link our activity to wider industry conversations across multiple platforms.”
The content hub is the next step in GE's efforts to drive engagement with the brand and conversation around its work.
GE launched its first brand campaign in 2011 as part of a shift in strategy to be more consumer facing and is currently running a print and TV ad campaign under the strapline 'GE Works'.
Earlier this year it created an online video series called Datalandia, which spoofed Hollywood blockbusters but integrated uses of data, as a way to better communicate its big data “industrial internet”
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at rosiebaker@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.