''New Day'' Advertising Campaign from Canon U.S.A. Debuts.LAKE SUCCESS, N.Y. -- New Television, Print, and Radio Advertisements Convey Office Solutions Leadership and Customer Empowerment Within Canon's "Not Business as Usual" Message Canon U.S.A., Inc. today debuted a new advertising campaign designed to show the Company's superiority in office solutions technology, and how its products "enable people to work the way they need to." As an extension of its "Not Business As Usual" campaign platform, the 'New Day' advertisements will run in national television and print, and on radio in selected markets, placing an emphasis on Canon color and integrated workflow solutions. Canon office technology empowers customers with very diverse needs to work the way they need to in order to meet the demands of their business. Customers of all sizes are responding to the superior value proposition offered by the brand. More customers chose Canon copier-based multifunction solutions than any other brand in the U.S. last year for their color and black-and-white document needs(1). "The creative behind the 'New Day' advertisements show images of people on their way to work, and the good feelings they have about getting to their jobs. They know the day will be good because Canon solutions will enable them to get work done," said Gail Esbin, director of Advertising and Marketing Communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales for Canon U.S.A.'s Imaging Systems Group. "Demonstrating the efficiency and effectiveness of Canon solutions as transparent to the office worker is a key message - it is the last thing they will need to worry about as part of their work day, yet will also be the same powerful means to accomplishing a positive and productive end." The first "New Day" television ad features the song "Let The River Run" by Grammy Award The Grammy Awards (originally called the Gramophone Awards) are presented annually by the National Academy of Recording Arts and Sciences of the United States for outstanding achievements in the record industry. The current President of the Academy is Neil Portnow. winning recording artist Carly Simon Carly Elisabeth Simon (born June 25, 1945 in New York City) is an Academy Award, Golden Globe and two-time Grammy Award winning American musician who emerged as one of the leading lights of the early 1970s singer-songwriter movement. . "As a leading brand in fully integrated imaging solutions for every type of document application, these new advertisements speak to the needs of diverse businesses that need to get the job done seamlessly, productively, efficiently," added Esbin. The new fall 2004 television, print and radio ads spotlight Canon's new imageRUNNER and Color imageRUNNER solutions, color and black-and-white high volume solutions, large-format printers, scanners, and aftermarket products. The first 30-second TV commercial debuts today in major U.S. markets. During the span of the campaign, the TV commercial will appear on sports programming such as Monday Night Football “MNF” redirects here. For other uses, see MNF (disambiguation). Monday Night Football (MNF) is a live television broadcast of the National Football League. and The World Series, as well as prime time programming such as CSI CSI Crime Scene Investigator CSI CompuServe, Inc. CSI Commodity Systems, Inc. CSI Commodity Systems Inc. (Boca Raton, FL) CSI Crime Scene Investigation (CBS TV show) CSI Christian Schools International , The West Wing, and Law & Order, as well as early morning and late news programs. Print advertisements will appear in The Wall Street Journal, Fortune, Forbes, Time and BusinessWeek, among others, with radio advertising covering news, sports and talk programming. The initial buy for Canon's 'New Day' campaign is estimated at $30 million. About Canon U.S.A., Inc. Canon U.S.A., Inc. delivers consumer, business-to-business, and industrial imaging solutions. The Company is listed as one of Fortune's Most Admired Companies in America, and is ranked #35 on the Business Week list of "Top 100 Brands." Its parent company Canon Inc. (NYSE NYSE See: New York Stock Exchange :CAJ CAJ Canadian Association of Journalists CAJ Christliche Arbeiterjugend (German Young Christian Workers) CAJ China Academic Journals CAJ Christian Academy in Japan CAJ Canaima, Venezuela (Airport Code) ) is a top patent-holder of technology, ranking second overall in the U.S. in 2003, with global revenues of $29.9 billion. For more information, visit www.usa.canon.com. About DCA (1) (Document Content Architecture) IBM file formats for text documents. DCA/RFT (Revisable-Form Text) is the primary format and can be edited. DCA/FFT (Final-Form Text) has been formatted for a particular output device and cannot be changed. Advertising DCA Advertising, a $155 million agency headquartered in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , is part of Dentsu's North American North American named after North America. North American blastomycosis see North American blastomycosis. North American cattle tick see boophilusannulatus. network. DCA has developed innovative and impactful communications for their clients including, Canon U.S.A., Toyota Motor North America Toyota Motor North America, Inc. is the holding company for all other Toyota companies in North America. Shareholders
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All referenced product names, and other marks, are registered trademarks of their respective owners. (1) Source - Gartner Dataquest - "Printer Quarterly Statistics United States - Database," Camille Iorns February 2004. |
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