Pioneer Electronics Uses Sports To Boost HDTV Sales; College Bowl Game Sponsorship Adds A Kick For The Holiday Selling Season

12-Aug-04

Pioneer Electronics (USA) Inc. announced its fall advertising campaign, focusing on its HDTV PureVision plasmas, with an integrated approach to television, print, and online executions including four new television spots in high-definition. The tag line, ìWhere does reality end and PureVision begin?î demonstrates how Pioneer's plasma TVs immerse the viewer in the action providing life-like images that blur the line between reality and PureVision. The advertising continues where last year's campaign left off 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 a furious horse race. Sports programming is a key driver of high-definition viewership globally; thus the campaign has a sports theme and will be broadcast during various sporting events including Sunday and Monday night NFL football.As a result of strategic media buys with ABC and ESPN, Pioneer was named title sponsor of the 2004 NCAA Las Vegas Bowl college football game. The bowl will be renamed Pioneer PureVision Las Vegas Bowl will be played on December 23, 2004 at Sam Boyd Stadium in Las Vegas, Nevada and is scheduled to air on ESPN and ESPN HD. ìThe 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,î said Russ Johnston, Senior Vice President of Marketing for the Home Entertainment Division of Pioneer Electronics (USA) Inc. ìCatering to the sports enthusiast allows us to touch upon all the emotions a fan experiences during a season,î said Kirt Danner, Vice President, Rubin Postaer Associates. ìAs more sports oriented HD content is aired, consumers are going to want cutting edge televisions to see the sweat and tears on an athlete's face as they win or lose the big game. When they're ready to experience an HD home, this campaign lets them know that Pioneer offers the absolute best high definition plasma televisions available.îConsumers can access more information about Pioneer's plasma display technology and find a dealer locator at www.pioneerpurevision.com.

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