[thinnews] Citrix Launches $14 Million Global Advertising and Branding Campaign

  • From: "Jim Kenzig http://thethin.net" <jimkenz@xxxxxxxxxxxxxx>
  • To: thinnews@xxxxxxxxxxxxx
  • Date: Mon, 15 Sep 2003 09:31:05 -0400

Citrix Launches $14 Million Global Advertising and Branding Campaign
Campaign Is Latest Step in Company?s Goal to Extend Its Leadership of the
Access Infrastructure Software Market
FORT LAUDERDALE, Fla. ? 9/15/2003 ? Citrix Systems, Inc. (Nasdaq:CTXS), the
global leader in access infrastructure solutions, today announced the launch
of a $14 million global advertising campaign designed to raise the software
company?s overall visibility and build the Citrix brand as the leading
provider of access infrastructure for the on-demand enterprise. The first
global branding campaign in Citrix?s history, it builds on the company?s
announcement earlier this year of the Citrix® MetaFrame® Access Suite ?
access infrastructure for the on-demand enterprise ? and its continued
acceleration into the access infrastructure market, which is estimated to be
worth between $8 to $10 billion over the next four to five years. The
campaign is designed to dramatically increase Citrix awareness within the
higher echelons of IT departments, especially with CIOs.
Leveraging the outstanding loyalty Citrix has garnered from its huge
installed base, the company enlisted the help of customers to participate in
the campaign and explain how Citrix software is helping them improve and
grow their business. For example, Delta Air Lines needed a fast way to meet
its deadline for deploying critical enterprise applications to 12,400
individual desktops. ?Deploying our ERP application on our tight deadline
would have been impossible,? said Curtis Robb, CIO, Delta Air Lines. ?With
Citrix, we not only made our deadline, we also drastically reduced our
deployment costs.? Additional customers participating in the campaign
include: Dr. Hartwig Faber, CIO of SMART GmbH, a brand of DaimlerChrysler;
Joyce Vonada, CIO of AutoNation Inc.; and Anthony Lackey, CTO of ABM
?Citrix software is used by nearly 50 million people in more than 120,000
companies around the world, but until now we?ve been a well-kept secret,?
said Kate Hutchison, senior vice president of marketing. ?The goal of this
worldwide advertising campaign is to raise the awareness of Citrix and what
we stand for ? making it easy for people to access information on demand. No
one understands the strategic importance of this better than the customers
who have stepped up in these ads to make powerful statements about how we
helped them meet their access infrastructure needs.?
?We are honored by their participation in the campaign, which features
testimonials about how we are helping them become an on-demand enterprise,
enjoying the advantages of reduced cost, bulletproof information security,
faster application deployment, faster user access, and greater agility in
information access,? said Hutchison.
The integrated campaign, created in collaboration with J. Walter Thompson
Technology Communications Group, features print, online, outdoor, and radio
advertisements. It extends the existing equity of the Citrix logo with a
high-impact look-and-feel that builds on the company?s legacy for providing
simple, easy, instant access to enterprise information.
Two main features of the campaign are a new tagline, ?Access Infrastructure
for the On-Demand Enterprise,? and a supporting graphical element ? the
Citrix Access Button ? that implies easy access at the touch of a finger.

The campaign will rollout in a two-phase strategy through the end of 2004: a
six-month high-impact launch phase, and a 10-month brand-sustaining phase.
The first phase began today with a two-page spread in The Wall Street
Journal and will include 155 ads (255 million impressions) in key markets in
North America, Europe and Asia. Print outlets include top business
publications such as The Wall Street Journal, Financial Times, Handelsblatt,
Les Echos, BusinessWeek, several of the Nikkei publications; high-level
technology publications featuring CIO Magazine and InformationWeek, and top
industry publications such as Modern Healthcare and Government Executive.
Also in the first phase, Citrix will run online ads on Wall Street Journal
Online, CNET, TechWeb and ZDNet Web sites. Citrix will also underwrite five
programs on National Public Radio and will run 142 billboard placements in
New York?s financial district, Silicon Valley, Fort Lauderdale, and the
Atlanta and Dallas/Fort Worth airports.
The second phase is scheduled to begin in March 2004 and will expand the
media plan to reach the Canadian and Australian geographic markets.
Today, Citrix also re-launched its Web site at <http://www.citrix.com>,
updating the design and navigation to reflect the new corporate messages and
brand identity.
About Citrix
Citrix Systems, Inc. (Nasdaq:CTXS) is the global leader in access
infrastructure solutions and the most trusted name in enterprise access.
Citrix software enables people in businesses, government agencies, and
educational institutions to securely, easily and instantly access the
on-demand enterprise, from anywhere, anytime, using any device, over any
connection. Nearly 50 million people in more than 120,000 organizations rely
on the Citrix MetaFrame Access Suite to do their jobs. Citrix customers
include 100% of the Fortune 100 companies, 99% of the Fortune 500, and 92%
of the Fortune Global 500. Based in Fort Lauderdale, Florida, Citrix has
offices in 22 countries, and more than 7,000 channel and alliance partners
in more than 100 countries. For more information visit
For Citrix Investors
This release contains forward-looking statements which are made pursuant to
the safe harbor provisions of Section 21E of the Securities Exchange Act of
1934. The forward-looking statements in this release do not constitute
guarantees of future performance. Those statements involve a number of
factors that could cause actual results to differ materially, including
risks associated with the company?s business involving the company?s
products, their development and distribution, economic and competitive
factors and the company?s key strategic relationships and other risks
detailed in the company?s filings with the Securities and Exchange
Commission. Citrix assumes no obligation to update any forward-looking
information contained in this press release or with respect to the
announcements described herein.
Citrix® and MetaFrame® are registered trademarks or trademarks of Citrix
Systems, Inc. in the U.S. and other countries. All other trademarks and
registered trademarks are property of their respective owners

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