Kenwood Begins Brand Campaign
By Joseph Palenchar -- TWICE, 3/22/2004
LONG BEACH, CALIF. — Kenwood launched its first consumer branding campaign in decades with a three-market promotion that includes TV, radio, print and billboard advertising.
The month-long campaign in Detroit, Denver and Phoenix will be followed by a few other ad blitzes in other markets throughout the year to supplement continuing "grassroots" efforts that drive store traffic, said senior marketing manager Sally House.
The Future Ready/Already campaign, which runs through the end of the month, stresses the brand's tradition of offering the latest technologies and offering products with future-proof designs that won't become obsolete as technologies evolve.
Kenwood selected the three markets based on the strength of its dealer bases in those markets and the markets' differing demographics.
Ads are appearing on FM radio stations, in billboards and major weekly urban papers, and on broadcast and cable TV channels.
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