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Kodak Teams With Donald Trump on this Season’s ‘The Celebrity Apprentice’
(Airing Thursday, January 17, 9-10 PM ET/PT)
New
Kodak Marketing Approach Challenges the Hit NBC Show’s All-Star Cast to
Raise Awareness of the Revolutionary Kodak Inkjet Printing System
ROCHESTER,
N.Y., Dec. 07 — Eastman Kodak Company today announced that its KODAK
EASYSHARE All-in-One (AiO) printers, with premium low-cost ink that
saves consumers up to 50 percent* on everything they print, will be
featured on NBC’s “The Celebrity Apprentice” airing on January 17,
2008. During the episode, teams of celebrity contestants will be tasked
with creating a Kodak Mobile Printing Station in New York City that
drives brand messaging and awareness of the revolutionary value
proposition of the Kodak AiO Printing System.”Anyone who has visited my
office in Trump Tower will realize that I’ve had a long relationship
with Kodak — there are pictures that go back for decades, especially
of my parents, and my mother was big on family photos. They had to be
the best quality, so Kodak was a household name,” said Donald Trump.
“I’m extremely pleased that Kodak will be the biggest sponsor of ‘The
Apprentice’ this season. We expect another tremendous success for
everyone!”This year Kodak disrupted the inkjet market with a
unique value proposition that went against the industry’s
well-established business model of selling low-cost printers and
expensive, high-margin ink. In a new marketing approach for Kodak, the
partnership with “The Apprentice” demonstrates how the company is
expanding its reach and educating audiences — such as entrepreneurs,
small office and home office owners — on how they can benefit from the
savings opportunity created by Kodak’s AiO Printing System.”The very
essence of ‘The Apprentice’ is about proving your team has a stronger
value proposition than the competition, and our integration with the
show provides a new way for us to give customers a deeper understanding
of how we have removed the biggest barrier to printing — high-cost
ink,” said Jeff Hayzlett, chief business development officer and vice
president of Kodak.To kick off and extend this new marketing
campaign beginning with “The Celebrity Apprentice,” Kodak has also
developed a microsite with engaging information and activities. The
site highlights the Kodak AiO printers featured on the episode,
providing visitors with a chance to win a printer signed by Donald
Trump. Visitors can also learn more about the show as well as each of
the contestants, and vote on their favorite one. Kodak also encourages
visitors to add their voice to “Thank God It’s Inkjet Friday” blog
posts. Coming soon will be a customizable “Apprentice” desk calendar,
one of many updates Kodak will make to the site as the series
progresses.To be a part of the action, visit
http://www.kodak.com/go/apprentice.*Savings based on home
printing of documents and photos using average ink cost of comparable
consumer inkjet printers. Actual results may vary. For more
information, visit http://www.kodak.com/go/inkdata.
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