Berlitz International Announces Launch of Club Berlitz, First Worldwide Language-Culture Club; Four Markets -- Chicago, Los Angeles, Miami, and New York -- To Open Club Berlitz Sites in March, '95.PRINCETON, N.J.--(BUSINESS WIRE)--March 20, 1995--In a move to leverage its expertise in the language services business and in response to overwhelming consumer interest, Berlitz International Inc. (NYSE NYSE See: New York Stock Exchange :BTZ BTZ Below the Zone (promotions) BTZ Below the Treatment Zone ) announces the launch of its Club Berlitz network of language and culture maintenance programs. Opening in four U.S. Berlitz Language Centers (Chicago, Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. , Miami, and New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of ) this month, Club Berlitz is an exciting, social way for former and current language students to maintain proficiency in their chosen foreign tongue. Club Berlitz is a logical extension of Berlitz's position as the worldwide leader in language instruction and is particularly fitting during this period of rapid globalization globalization Process by which the experience of everyday life, marked by the diffusion of commodities and ideas, is becoming standardized around the world. Factors that have contributed to globalization include increasingly sophisticated communications and transportation . Facing an increasingly competitive marketplace, Berlitz knew it needed to offer language programs that reflected the lifestyle and needs of today's language enthusiast. The genesis of Club Berlitz began with focus groups conducted with Language Center alumni, who specifically requested a maintenance program that was social and fun and emphasized the practical application of their new second-language skills. "Club Berlitz reflects the growing interest in the study of language and culture for both business and personal use," said Hiromasa Yokoi, vice chairman, chief executive officer and president of Berlitz International. "The philosophy of Club Berlitz is one of whole-life enrichment, enabling people to enjoy life more through language study. This is the essence of Berlitz's business as well." Member Benefits With 320 language centers worldwide, Berlitz hopes to enhance its core business through a growing membership in Club Berlitz, which enables members to speak the foreign language of their choice with groups of people at their same proficiency level. Activities will feature interesting, everyday situations, ranging from study abroad programs, international dinner parties, cultural evenings, and theme events (plays, exhibitions, movies, shopping trips). Club Berlitz members receive numerous benefits, including a free quarterly newsletter; access to Club Berlitz Refresher and Maintenance Courses (at a low member rate of $105 for a full 4-week program); a 20% discount on popular Berlitz Publishing travel and language guides and multimedia products. For a limited time, a free Prodigy Service start-up kit (a $34.95 value) will be available to Club Berlitz members, providing users with instant access to the Berlitz-managed Language Bulletin Board, which contains information on more than two dozen languages and featured guest experts for on-line discussions. Club Berlitz's Open House Schedule is as follows: o March 22 in Chicago (New Address -- at the 875 N. Michigan Avenue John Hancock Center For the tower in Boston, Massachusetts, see . The John Hancock Center at 875 N. Michigan Ave. in Chicago, Illinois, is a 100-story, 344 m (1,127 ft) tall skyscraper designed by structural engineer Fazlur Khan of Skidmore, Owings and Merrill. Berlitz Language Center location; contact Club Berlitz Coordinator Tony Breed at 312/943-4262 for reservations) o March 23 in Los Angeles (at the 323 N. Beverly Drive Beverly Drive is a northwest/southwest major street in Beverly Hills and Los Angeles. The southern end of Beverly Drive is at the intersection of Beverly Drive and Harlow Avenue, a small street south of National Blvd. and north of the Santa Monica Freeway. Berlitz Language Center location in Beverly Hills Beverly Hills, city (1990 pop. 31,971), Los Angeles co., S Calif., completely surrounded by the city of Los Angeles; inc. 1914. The largely residential city is home to many motion-picture and television personalities. ; contact Club Berlitz Coordinator Sam Askari Askari is an Arabic, Turkish, Somali, Persian and Swahili word meaning "soldier" (Arabic: عسكري ‘askarī). at 310/276-1101 for reservations) o March 29 in Miami (at the 396 Alhambra Circle Berlitz Language Center location in Coral Gables Coral Gables, city (1990 pop. 40,091), Miami-Dade co., SE Fla., SW of Miami; inc. 1925. Founded at the height of the Florida land boom, Coral Gables is a noted planned city, with tree-lined boulevards and Mediterranean-style buildings. ; contact Club Berlitz Coordinator Conrad Harding at 305/444-7665 for reservations) o March 30 in New York (at the 40 West 51st Street Rockefeller Center Rockefeller Center, complex of buildings in central Manhattan, New York City, between 48th and 51st streets and Fifth Ave. and the Ave. of the Americas (Sixth Ave.). The project was sponsored by John D. Rockefeller, Jr. Berlitz Language Center location; contact Club Berlitz Coordinator Claire Allistone at 212/765-1000 for reservations) New Marketing Initiative In other marketing pursuits, Berlitz has recently launched a new corporate image program, unveiling a logo redesign, a corporate image advertising initiative, a new advertising agency, Anderson and Lembke, for the company's growing Translation Services business, and, as well as an outside public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most agency, Levin-Russo Public Relations. "Our strategies, which have successfully put us back on a course of improved profitability, have also positioned us to realize our full potential in meeting the growing worldwide demand for a broad range of language services," Yokoi said. "We now have greater flexibility to invest in new market opportunities which will help us build the business for the future." Berlitz is the premier language services firm providing instruction and translation services in 33 countries throughout the world. The company also publishes Berlitz travel guides, foreign language phrase books, and home study materials. CONTACT: Berlitz International Inc. Diane Dunay, 609/497-9944 or Levin-Russo Public Relations Chris Pfaff, 212/532-1742 |
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