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Registrado: 18 Nov 2005
|Pioneer Takes High Definition Television to New Realms With Fall Advertising Campaign
Pioneer Electronics (USA) Inc. today announces a more than $20 million national advertising campaign that highlights the company’s new line of Pioneer and Elite® PureVision™ high definition plasma TVs and displays. The campaign, which debuts this fall in time for the kick off of the NFL and NCAA football seasons, encompasses broadcast, print and online elements that convey Pioneer’s relentless pursuit of innovation and best-in-class plasma TV technology.
“Our new advertising campaign represents the essence of what makes Pioneer PureVision™ plasmas stand apart from other displays. Our plasmas are built by and for those who demand the very best high definition experience: the HD purist,” said Russ Johnston, senior vice president of marketing and product planning for home entertainment at Pioneer Electronics (USA) Inc. “We are always developing new ways to push the limits in high definition home entertainment.”
The new high definition TV commercials feature a futuristic testing facility where Pioneer plasmas undergo a rigorous series of tests to ensure optimum performance and breakthrough capabilities. The commercials’ dynamic imagery and messaging are designed to impart Pioneer’s ultimate goal of delivering the ultimate HD home entertainment experience to consumers. Print and online executions mirror the look of these futuristic spots.
Pioneer home entertainment group’s AOR, RPA, developed the cutting edge campaign. “Providing an integrated advertising solution, RPA’s expertise in a variety of marketing disciplines—from traditional media to innovative online solutions as well as search engine marketing—will give Pioneer a competitive edge and the branding needed to own the top position in the premium plasma display category,” said Kirt Danner, vice president and director of marketing for RPA. “The campaign specifically targets those who seek the finest, advanced technology and are passionate about their home entertainment experience.”
The broadcast component of the campaign is concentrated heavily in HD sports programming with extensive exposure during ESPN’s Monday Night Football®; NBC’s Sunday Night Football®; the League Championship Series® (MLB®) on Fox; The Ryder Cup®; various cable TV advertisements; as well as the 2006/2007 college football season on ESPN HD and ESPN2 HD. In addition, Pioneer’s HD sponsorship of the upcoming Warren Miller film tour, as well as its title sponsorship of the Pioneer PureVision Las Vegas Bowl, offers additional opportunities for consumers to experience the new commercials.
Print advertisements will appear in an array of publications including: men's lifestyle, AV enthusiast, sports, automotive, business/finance, technology, and national newspapers. To reinforce the innovative message of the campaign, RPA developed a collection of online tactics including search engine optimization and “point roll” interactive banners ads that consumers can click through to discover more about Pioneer plasma technology.
Pioneer's Home Entertainment Group is a leading manufacturer of plasma televisions and monitors, Blu-ray Disc and DVD products, A/V receivers, speakers and other audio and video accessories. Its focus is on the development of new digital technologies including Digital Network Entertainment™. The company markets its products under the Pioneer and Pioneer Elite® brand names. When purchased from an authorized dealer, consumers receive a limited warranty for one year with Pioneer products and two years with Pioneer Elite products.
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