Pioneer’s Bowl Game Part Of Fall Ad Plans

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Long Beach, Calif.  — Pioneer Electronics will use its sponsorship of the 2004 Pioneer PureVision Las Vegas Bowl as part of its holiday advertising campaign, which will focus on its high-definition PureVision plasma TVs using sports events.

In an Aug. 10 announcement Pioneer said that its PureVision plasma line will be the star of the campaign, illustrating what the company calls “an integrated approach to television, print and online executions, including four new television spots in high-definition.”

As a result of media buys with ABC and ESPN, Pioneer was named title sponsor of the NCAA bowl game to be played in Las Vegas on Dec. 23 at Sam Boyd Stadium. The game is scheduled to air on ESPN and on ESPN HD.

Using the tag line, “Where does reality end and PureVision begin?” the ads reportedly demonstrate how Pioneer’s plasma TVs immerse the viewer in the action, providing life-like images that blur the line between reality and PureVision.

The entire campaign continues were last year’s efforts that left off, the company said, 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 an action-packed horse race.

Sports programming is a key driver of high-definition viewership globally, Pioneer said, so the campaign has a sports theme and will be broadcast during various sporting events, including Sunday and Monday Night NFL Football on ABC and ESPN.

“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 VP of marketing for the home entertainment division of Pioneer Electronics (USA).

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.

Pioneer did not disclose the size of the overall campaign.


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