October 29, 2004 – Canon announced a new marketing campaign called "The New Day" yesterday. The 30 million dollar campaign will include television, radio and print ads that focus on Canon’s DIGIC image processor, retail incentives, sponsorships, events and of course, newly released PowerShot digital cameras.
"The New Day," created by DCA Advertising, targets business professionals. The commercial features a businessman walking to work surrounded by swirling colors. Some of the television spots play Rufus Wainwright in the background. The focus on color promotes Canon’s DIGIC image processor that depicts vibrant colors. It premiered during The World Series and will run during prime air times such as Monday Night Football, CSI and The West Wing. Print ads will appear in large publications such as The Wall Street Journal and Time. Another commercial featuring the PowerShot A75 shows a grandfather and his grandson, a young girl peering into the camera and a biker taking in the view from the top of a mountain.
This isn’t the first time Canon has worked with DCA Advertising. Last year, Canon launched an ad campaign aimed to educate consumers about their DIGIC technology to help differentiate the Canon brand from other digital camera manufacturers.
"We launched this campaign to further educate customers so they will recognize DIGIC technology as an indication of quality inside the camera," said Rick Booth, director of marketing services/ advertising for Canon’s consumer imaging group. "Great pictures are comprised of more than just megapixels and zooms."
Marketing research showed the last campaign a success, which has been seen in increased sales for Canon. According to the NPD Group, Canon led compact and digital SLR sales for the past four months. On October 1, 2004, Canon sold its 10 millionth digital camera.
"Color is one of if not the most important aspect for consumers," said Michelle Fernandez, assistant marketing manager of Canon’s imaging group. "Our new campaign, along with fashionable products, superior technology and unique marketing relationships, gives us every reason to be confident that this holiday season will be even better than the last."
Along with the ad campaign, Canon is launching a promotion: between November 1, 2004 and January 31, 2005, if a customer buys a PowerShot camera with 4 or more megapixels and a qualifying Canon photo printer, they will receive a $50 Visa gift card. Customers that buy a Canon digital EOS SLR and a printer receive $100 Visa gift card.