east end Aims High with Communication Technology Vendor Mitel
and Communicates at Eye-Level

Since October 1st, Aastra is now Mitel and making a unified appearance worldwide with the new brand name. For the global introduction, east end communications realized a nation-wide roadshow for the introduction of the new brand identity – five major cities in two weeks. Mitel brought 400 corporate and sales partners to the heights at the most exciting panorama locations in Frankfurt, Cologne, Hamburg, Berlin and Munich. The best views over each city and the new corporate design expanded new horizons and brought company goals tangibly closer.

The merger of Aastra and Mitel created a global telecommunications player whose new positioning was accompanied by a complete re-branding, including new logo, new website and new product names. For the unlimited communication of the new brand, east end communications developed a special central theme – „Aim high and communicate at eye-level“. For this, in five major cities across Germany, special sky locations with the best city views were selected. At high elevation and with a suitable atmosphere, participants were acquainted with the new positioning, the global brand identity and future company goals in an emotionalizing way. Information about technological competence, product innovations and the future of cloud technology provided comprehensive insight into tomorrow‘s world of corporate communication.

„When Mitel, as one of the largest suppliers of unified communications, changes its logo after 40 some years it means that it wants to emphasize the emergence of a completely new company. The new brand identity and the new positioning of Mitel were successfully and communicated by an emotionally stimulating roadshow experience true to the brand“, says Oliver Golz, managing partner of east end communications.


About Mitel Networks Corporation

Mitel® Networks Corporation, a global leader in the area of corporate communication, successfully merged with Aastra Technologie Limited as of January 31, 2014. Mitel positions itself as market leader in Western Europe and belongs to the top five worldwide. The global player connects employees, partners and customers using ist technology – everywhere, at all times and with every end device, whether in a large or small company. Mitel offers its customers a maximum selection with one of the largest portfolios in the sector and direct access in the cloud. With over 1 billion US$ combined annual turnover, 60 million customers worldwide and market leadership in Western Europe, Mitel is at the top in the area of corporate communications.


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Oliver Golz
Managing Director
T +49 40 899 60 61 33
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