Mitsubishi Electric Elevators & Escalators 

Raising the Standard in Vertical Transportation 

Objective

  • Establish Mitsubishi Electric Elevators & Escalators as a trusted U.S. market leader known for innovation, reliability, and value. Goals included: 

  • Increase brand visibility among building owners, contractors, architects, and facility managers. 

  • Educate audiences on how Mitsubishi Electric’s reliability and low callback rates reduce total operating costs. 

  • Strengthen thought leadership within vertical transportation trade media. 

  • Support sales growth and expansion through content marketing and lead generation initiatives. 

Challenge
Expand awareness and market share for a trusted global brand entering a competitive U.S. market. 

In 2017, Mitsubishi Electric’s North American Elevator and Escalator Division set out to expand operations, sales, and service across the United States. Although globally recognized for reliability and quality, the brand struggled to differentiate itself within the crowded U.S. elevator and escalator market dominated by long-standing competitors and price-driven perceptions. 

The company needed to communicate how its products and services deliver superior performance, safety, and long-term value to building owners, developers, and facility managers — audiences that often focus on upfront costs rather than total cost of ownership (TCO). 

Solution
LMO partnered with Mitsubishi Electric Elevators & Escalators to develop a comprehensive marketing communications program that combined technical content, media relations, and creative development to drive awareness, credibility, and sales. 

Our strategy focused on shifting the conversation from upfront costs to total cost of ownership, emphasizing how Mitsubishi Electric’s systems deliver long-term reliability, safety, and energy efficiency that translate into measurable savings. 

We produced a suite of integrated deliverables, including: 

  • Thought Leadership and Technical Content – white papers, brochures, case studies, presentations, and sell sheets explaining how Mitsubishi Electric’s preventive maintenance, proactive part replacement, and modernization solutions minimize callbacks and reduce lifecycle costs. 

  • Media Relations and Trade Outreach – proactive pitching, feature stories, and commentaries highlighting the brand’s leadership in reliability and innovation. 

  • Creative and Digital Support – branding, graphic design, and social media campaigns that reinforced the company’s modern, customer-first identity. 

This approach ensured Mitsubishi Electric was top-of-mind for trade media opportunities and reinforced the brand’s reputation for unmatched reliability and safety. 

Results

  • Achieved 270+ earned media placements in leading architecture, construction, and building operations outlets. 

  • Supported 20% growth in annual sales and new project contracts. 

  • Helped the company open seven new offices in top U.S. designated marketing areas (DMAs). 

  • Elevated Mitsubishi Electric’s position as a trusted partner for contractors, architects, and building owners. 

  • Strengthened brand awareness and preference in the vertical transportation market.