08.22.2007 12:00 AM
Sony Plugs its ‘HDNA’ in Biggest U.S. HD Campaign Yet
Sony Electronics said this week it will launch the “largest integrated marketing campaign in the U.S.” it has ever undertaken—to market its so-called DNA when it comes to HD.

The multi-media campaign coming this fall will use the phrase “HDNA” while featuring its array of HD products—including projectors, cameras, Blu-ray Disc players, Sony Pictures movie titles, Bravia-brand HD monitors, and various HD support items.

Its HDNA theme also extends to related “packaged content” produced by sister companies in the videogame, motion picture, TV entertainment and music industries, Sony said.

A newly designed HDNA logo will appear on all related HD products. The campaign’s slogan will be, “High Definition. It’s in our DNA.” (Small ads have already begun cropping up on some CE Web sites.)

The campaign officially kicks off next month, in time for the new television season (new, at least, on the broadcast side), baseball playoffs, and football season.


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