Escort Launches Ad
Campaign For PND/
By Joseph Palenchar On Nov 8 2010 - 5:01am
WEST CHESTER, OHIO —
Escort launched a
print, TV and web advertising campaign to promote
what it called the industry’s first portable navigation
device (PND) with built-in radar/laser detector.
The $649.95-suggested Passport iQ simultaneously
delivers turn-by-turn driving instructions
while looking out for nearby radar and laser guns.
The device is available direct to consumers
from Escort through the end of the year, after
which sales will be opened up to online and
Escort is promoting the device through car
enthusiast magazines, TV ads, and banner ads
on websites, a spokesman told TWICE.
The device will appeal to consumers who
want to reduce dashboard clutter, and it will
help expand the radar/laser-detector industry’s
largely male demographic to more women because
it look less like a radar detector and more
like a PND, the spokesman continued.
Also in the works is a version that will incorporate
hands-free Bluetooth as well as embedded
FM-radio-delivered live traffic updates. Targeted
availability is the first quarter.
As a PND, the Passport iQ displays 3D
Navteq street maps on its 5-inch color touchscreen
and delivers voice-guided turn-by-turn
directions with lane-assist. Via an embedded
database and GPS, it also provides speed-limit
information and overlays the location of redlight
cameras, speed cameras, and high-risk
speed traps on the maps.
Consumers switch the screen’s display between
PND mode and radar/laser mode. In
PND mode, the screen displays a full-screen
map, but a small area at the lower left displays
radar-sensitivity selection. The area turns red
when a laser or radar is detected, and a bar
moves based on signal strength. The visual
alerts are accompanied by audible alerts.