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With the busiest shopping day of the year just a little more than a week away, Pioneer Electronics (USA) Inc. today announced its fall advertising campaign, focusing on its high definition PureVision plasma televisions. According to the Consumer Electronics Association, flat panel televisions are among the five most wanted items on U.S. adults' holiday wish lists. The Pioneer campaign targets upscale sports and entertainment enthusiasts during the busy selling season to solidify the company's position as a leader in home entertainment technology, with a commitment to providing the best high-definition television experience.
Pioneer's television, print and online advertising focuses on the industry leading attributes of the PureVision plasma televisions. Each execution conveys a different message to support best in class picture quality, color accuracy and black level performance. Also as part of the 2005 campaign, Pioneer is the high definition sponsor of Warren Miller's Higher Ground Film Tour(TM), the country's first high definition film tour. The tour travels to 189 cities in 34 states, offering more than 400 screenings to skiing, snowboarding, and winter sports enthusiasts across the country. The company continues its support of the NCAA as sponsor of the Pioneer PureVision Las Vegas Bowl to be played December 22, 2005, at Sam Boyd Stadium in Las Vegas and scheduled to air on ESPN and ESPN HD. "As a brand we are connecting with our target consumers--through sports and entertainment sponsorships as well as advertising that positions us a premium brand in the marketplace. We want people to know that when they buy a Pioneer plasma, they're buying the best," said Russ Johnston, senior vice president of marketing and product planning for the home entertainment division of Pioneer Electronics (USA) Inc. The television campaign, developed by Rubin Postaer and Associates (RPA), will air on national network television, national cable, sports and prime-time programming, and where available will be broadcast in high definition. The print will run in high profile, general interest, business, and enthusiast magazines. Online creative further integrates the campaign theme. The website offers access to information about Pioneer's cutting edge plasma technology and a dealer locator at www.pioneerpurevision.com. "Our research told us the consumers' buying process takes an average of 18 months, making this decision more involved than buying a car. Between our television, print and online efforts, we are giving consumers the support they need to make the right decision--to buy a Pioneer," said Kirt Danner, vice president, Rubin Postaer and Associates. Pioneer is the leading manufacturer of plasma televisions and monitors, DVD players and DVD recorders, A/V receivers, CD players and CD recorders, speakers and other audio and video accessories. Its focus is on the development of new digital technologies including Digital Network Entertainment(TM). The company markets its products under the Pioneer and Pioneer Elite brand names. When purchased from an authorized dealer, consumers receive a limited warranty for one year with Pioneer products and two years with Pioneer Elite products. Pioneer Electronics (USA) Inc. is headquartered in Long Beach, Calif., and its U.S. Web address is www.pioneerelectronics.com. Its parent company, Pioneer Corporation (NYSE:PIO), is a leader in optical disc technology and a preeminent manufacturer of high-performance audio, video and computer equipment for the home, car and business markets. The company focuses on four core business domains including DVD, display technologies, Digital Network Entertainment(TM) and components. Its shares are traded on the New York Stock Exchange.
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