HIP Sponsorships, Cutting Edge Technology Electrify Zenith Brand

Sundance Film Festival Guests Feel The Spark

26-Jan-01

Like the double-cheese-stuffed olive in a very dry gin martini, Zenith Electronics Corporation has taken an American classic and turned it into an object symbolizing up-to-the-minute cool. At the 2001 Sundance Film Festival, Zenith is displaying technology intended to transform the company into the digital leader in home entertainment.""With the support of its parent company, LG Electronics, Zenith will target younger audiences - primarily high wage earners between the ages of 25-44 - who are keen to be the first to own new technologies,"" according to Wayne Park, Zenith Senior Vice President. The Zenith display in the Film Festivalís Digital Center showcases the products that will be rolled out beginning in the summer of 2001, including HDTV monitors based on plasma display panels (PDPs), liquid crystal displays (LCDs) and flat-screen picture tubes, DVD recorders and progressive scan DVD players, Web-enabled TVs, HDTV satellite set-top boxes and more.""Our market research shows that our target consumers have an almost chemical reaction when they encounter a new technology,"" said Patrick Kilroy, Zenith Vice President, Marketing.""At Zenith we understand that state-of-the-art products are objects of desire, and our goal is to capture that excitement,"" he said. ""The consumers who hunger for the latest, the coolest, the newest products will be able to find what they want from Zenith.""Zenithís edgier, hipper brand vision is evident in its Sundance Digital Center space. The dramatic design, swathed in gold and burgundy velvet with animal print accents, demonstrates Zenithís understanding of the seductiveness of new technology. Steps away from the display is the ""Z Lounge,"" an intimate area where Sundance trailers can be enjoyed on Zenithís home entertainment technology.As part of its outreach to the target audience, Zenith has entered into strategic partnerships that bolster the brandís hip new image. In addition to its Presenting Sponsorship of the Sundance Film Festival, Zenith has co-sponsored ""Media Z Lounge,"" one of the countryís only museum spaces devoted exclusively to the presentation of digital and new media art works. The New Museum of Contemporary Art in New Yorkís Soho features Zenith technology, including HDTV and flat-screen TV monitors, video projectors, LCD monitors and plasma displays, used exclusively in the presentation of a series of art and independent film installations. ""As a leader in the development of cutting-edge video and digital technology, Zenith is excited to collaborate with both Sundance and the New Museum,"" said Kilroy. ""They are ideal venues for our customers to see Zenithís unique digital products that are great not only for the home, but for the exhibition of art and film."" For more information about Zenith Electronics Corporation, visit www.zenith.com.

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