Pioneer Slates $20M Plasma TV Ad Blitz
By Greg Tarr -- TWICE, 9/11/2006
LONG BEACH, CALIF. — Pioneer Electronics (USA) plans to spend more than $20 million on a new national advertising campaign highlighting the company's Pioneer and Elite PureVision high-definition plasma display lines.
The campaign will begin this fall and will include the kickoff of the NFL and NCAA football seasons, and will use broadcast, print and online media.
“Our new advertising campaign represents the essence of what makes Pioneer PureVision plasmas stand apart from other displays,” stated Russ Johnston, Pioneer home entertainment marketing and product planning senior VP. “We are always developing new ways to push the limits in high-definition home entertainment.”
TV commercials will feature a futuristic testing facility where Pioneer plasmas undergo a series of tests to ensure they deliver “the ultimate HD home entertainment experience to consumers,” the company said.
Print and online executions will mirror the look of the TV spots, Pioneer said.
The broadcast component of the campaign is concentrated on HD sports programming including 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.
Print advertisements will appear in publications focusing on men's lifestyle, A/V enthusiasts, sports, automotive, business/finance, technology and national newspapers.
The developing ad agency, RPA, will also implement a collection of online tactics including search engine optimization and “point roll” interactive banner ads that consumers can click through to learn more about Pioneer plasma technology, the company said.
The campaign will include Pioneer's HD sponsorship of the upcoming Warren Miller film tour, and the Pioneer PureVision Las Vegas Bowl.
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