Pioneer Sets Fall Campaign


Pioneer Electronics USA Inc. will target entertainment and sports enthusiasts with its fall advertising campaign, the consumer-electronics manufacturer said Wednesday.

The company will focus on its high-definition “PureVision” plasma TV sets using the tag line, “Where does reality end and PureVision begin?”

Four new HD spots are also part of Pioneer’s campaign.

And as a result of strategic media buys with ABC and ESPN, Pioneer was named title sponsor of college football’s 2004 Las Vegas Bowl, which will be renamed the Pioneer PureVision Las Vegas Bowl. The game will be played Dec. 23 at Sam Boyd Stadium in Las Vegas, and it is scheduled to air on ESPN and ESPN HD.

"The wide availability of sports programming in high-definition is a driving force behind consumers purchasing our PureVision plasma televisions,” senior vice president of marketing for the home-entertainment division Russ Johnston said in a prepared statement.

“The combination of fall sporting events with the holiday selling season makes this the perfect time to launch a sports-oriented campaign," he added.