By James Wells

SYDNEY: Hitachi Australia has announced it has purchased the advertising rights above a building in North Sydney to promote its brand.

Last night Japanese executives from the company conducted a small ceremony at the building to commemorate the move which is designed to represent the brand’s long term commitment to the local market.

According to Hitachi Australia general manager, Geoff Hannaford, the illuminated sign is the first for the company in the Sydney and represents the investment previously spent on billboards in Sydney and Melbourne.

“It is part of our strategy to position Hitachi as a premium brand, and choosing the premium site in Australia for brand advertising," Hannaford told

The North Sydney building, which previously advertised the Teco air conditioning brand, is located on Arthur Street, alongside other buildings sponsored by consumer electrical brands including BenQ, LG, Samsung, Canon and Sharp.