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Thursday, August 31, 2006
Pioneer Starts High Definition Television Advertising Campaign


Pioneer Electronics (USA) announced a more than $20 million national advertising campaign that highlights the company?s new line of Pioneer and Elite PureVision high definition plasma TVs and displays.

The campaign will debut this fall in time for the kick off of the NFL and NCAA football seasons.

The new high definition TV commercials feature a futuristic testing facility where Pioneer plasmas undergo a rigorous series of tests to ensure optimum performance and breakthrough capabilities. The commercials' dynamic imagery and messaging are designed to impart Pioneer's ultimate goal of delivering the ultimate HD home entertainment experience to consumers. Print and online executions mirror the look of these futuristic spots.

The broadcast component of the campaign is concentrated heavily in HD sports programming with extensive exposure during ESPN's Monday Night Football; NBC's Sunday Night Football; the League Championship Series (MLB) on Fox; The Ryder Cup; various cable TV advertisements; as well as the 2006/2007 college football season on ESPN HD and ESPN2 HD. In addition, Pioneer's HD sponsorship of the upcoming Warren Miller film tour, as well as its title sponsorship of the Pioneer PureVision Las Vegas Bowl, offers additional opportunities for consumers to experience the new commercials.

Print advertisements will appear in an array of publications including: men's lifestyle, AV enthusiast, sports, automotive, business/finance, technology, and national newspapers. To reinforce the innovative message of the campaign, RPA developed a collection of online tactics including search engine optimization and "point roll" interactive banners ads that consumers can click through to discover more about Pioneer plasma technology.


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