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Pioneer Tips Off Fall Ad Campaign with Focus on Sports
College Bowl Game Sponsorship Adds a Kick for the Holiday Selling Season
Long Beach 8/11/2004
Pioneer Electronics (USA) Inc. today announced its fall advertising campaign, focusing on its high definition PureVision plasmas, with an integrated approach to television, print and online executions including four new television spots in high definition. Targeting upscale entertainment and sports enthusiasts, the campaign solidifies Pioneer's position as a leader in home entertainment technology, with a commitment to enhancing the high definition television experience. The tag line, “Where does reality end and PureVision begin?” demonstrates how Pioneer's plasma TVs immerse the viewer in the action providing life-like images that blur the line between reality and PureVision
The advertising continues where last year's campaign left off with various action scenarios taking place on the plasma screen. Examples include Pioneer's IRL racecar driver on the track, a woman surfer riding a wave, a snowboarder swooping down a hill, and a furious horse race. Sports programming is a key driver of high-definition viewership globally; thus the campaign has a sports theme and will be broadcast during various sporting events including Sunday and Monday night NFL football.
As a result of strategic media buys with ABC and ESPN, Pioneer was named title sponsor of the 2004 NCAA Las Vegas Bowl game. The bowl will be renamed Pioneer PureVision Las Vegas Bowl will be played on December 23, 2004 at Sam Boyd Stadium in Las Vegas and is scheduled to air on ESPN and ESPN HD.
“The wide availability of sports programming in high definition is a driving force behind consumers purchasing our PureVision plasma televisions. Anyone who has watched a game in high definition on a Pioneer plasma TV knows that the grass on the field looks greener, the laces on the ball are clearer and the sound of the crowd is more realistic. The combination of fall sporting events with the holiday selling season make this the perfect time to launch a sports oriented campaign,” said Russ Johnston, senior vice president of marketing for the home entertainment division of Pioneer Electronics (USA) Inc.
The television campaign, developed by Rubin Postaer Associates will air on national network television, national cable, sports and prime-time programming and where available will be broadcast in high definition format. The print will run in high profile, general interest magazines. Online creative further integrates the campaign theme. Consumers can access more information about Pioneer's cutting edge plasma technology and find a dealer locator at www.pioneerpurevision.com.
“Catering to the sports enthusiast allows us to touch upon all the emotions a fan experiences during a season,” said Kirt Danner, vice president, Rubin Postaer Associates. “As more sports oriented HD content is aired, consumers are going to want cutting edge televisions to see the sweat and tears on an athlete's face as they win or lose the big game. When they're ready to experience an HD home, this campaign lets them know that Pioneer offers the absolute best high definition plasma televisions available.”
Pioneer is the leading manufacturer of plasma televisions and monitors, DVD players and DVD recorders, A/V receivers, CD players and CD recorders, 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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