• January 12, 2007

General Electric's successful Ecomagination program, which has produced more than $20 billion in sales since its launch in 2005, is getting some new marketing energy.

The company has put four films about its initiative on the Ecomagination Web site and is supporting the effort with a TV and print ad campaign. Plans call for eight more through this year. GE markets 45 Ecomagination products, such as high-tech windmills.

In addition, GE is sponsoring Reuters digital stories on business and the environment and an Environmental Business Plan Challenge offering a $50,000 award for a winning eco-friendly business idea. The latter effort is in partnership with Dow Jones.

In an appeal to a younger audience, GE has produced the ecocollegechallenge.com, in conjunction with MTV.