Sylvania Aglow Over HID Ads

HILLSBORO, N.H--A multi-tiered marketing program to support the new Xenarc HID (High-Intensity Discharge) lighting system has Osram Sylvania all aglow as it sheds some light on the newest addition to its automotive lighting line. Besides supporting the Xenarc HID product launch, the new marketing campaign also will support the existing Cool Blue and Halogen XtraVision products.

One major element of the new marketing initiative is the new Lighting Brilliance brand identity. “By highlighting a passion for lighting and history of continuous innovation and technological superiority, the campaign builds strong recognition for the Sylvania brand,” according to the company. “Numerous new marketing initiatives are being planned and are intended to emphasize the Sylvania commitment to innovation, product quality and driver education, with the ultimate goal of enhancing driver safety, comfort and enjoyment.”

The campaign has been created to reach both retailers and consumers and will span the remainder of this year into 2001.

Additionally, all new product launches will be promoted through both traditional and new media, point-of-sale materials and a new point-of-sale video, which will highlight the benefits, features and “clear superiority” of the automotive lighting products. The Xenarc system will be promoted on www.sylvania.com and other related sites to help build consumer awareness, and retail personnel will receive special product training clinics and materials.

A cornerstone of the new outreach campaign will include a public service feature and other key branding opportunities, which will underscore the company’s stated commitment to education and driver safety.

Osram Sylvania is the primary sponsor of the Alamo Bowl and plans to air a broadcast advertisement highlighting the automotive brand and emphasizing the connection betweenthe brand and the development of premium automotive lighting products. As part of the Alamo Bowl activities the company will sponsor a time-out, field goal kick promotion. If successful, the lucky winner receives a Chevrolet vehicle outfitted with Sylvania lights. More than 60,000 are expected to attend the Bowl game and millions of people and potential customers watch this televised Big Ten vs. Big Twelve football classic each year, which will air Dec. 30 on ESPN.