Pioneer, Garmin Launch Ads For Nav Systems

By Staff On May 9 2005 - 6:00am

Pioneer launched a multimillion dollar advertising campaign for the AVIC-N2 and AVIC-D1 navigation systems that offer XM NavTraffic instant traffic alerts. Kicking off the campaign was a celebrity event, held here.

The campaign will include a 12-month cross-country tour with a fleet of eight vehicles stopping at 700 locations to help create a grassroots awareness of navigation. Also featured are print ads in consumer publications such as Golf Digest, Money, and Travel and Leisure. Pioneer claims it has a leading share in what it terms the $85 million U.S. aftermarket for fixed automotive navigation.

Garmin also announced it signed a partnership with NBA basketball superstar Yao Ming, in its first major brand campaign, underscoring the growth of the navigation market.

A spokesman for Garmin called the campaign, “a sign that GPS is hitting the mainstream. As it reaches a critical mass, the most important thing is to get our name out so when people start hearing about navigation, they see our name.” He added, “Twenty years ago, GPS was science fiction.”

Ad spots featuring Ming will begin airing in mid-May, and the partnership will extend through 2007, said Garmin.