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PENTAX U.S.A. Announces New Status as ``THE OFFICIAL DIGITAL CAMERA OF THE INTERNET''
PMA 2004 LAS VEGAS Feb. 11, 2004 PENTAX U.S.A., Inc. announced a new tagline and the launch of an innovative marketing strategy for the legendary camera manufacturer's extensive line of digital cameras.
PENTAX tagged the line "THE OFFICIAL DIGITAL CAMERA OF THE INTERNET(TM)" to illuminate Optio digital cameras' significance in the Internet age.
"For more than half a century, PENTAX has delivered better and easier ways to capture and share images. By being THE OFFICIAL DIGITAL CAMERA OF THE INTERNET, PENTAX underscores
the recognition that digital photography in the Internet age has forever changed this process," said Jim Kast, vice president of marketing, PENTAX U.S.A.
The tagline will first appear publicly in the February 12th national edition of USA TODAY to coincide with opening day of the 2004 Photo Marketing Association International (PMA) Convention & Trade Show in Las Vegas. More than 30,000 attendees representing more than 750 manufacturers, retailers, photo finishers, portrait studios, imaging centers, manufacturers and suppliers from nearly 100 countries gather annually at PMA to feature new products and services.
The New York-based advertising firm Della Femina Rothschild Jeary and Partners was engaged by PENTAX U.S.A. to develop the new positioning, which will be integrated into future print, broadcast and online advertising.
"Combined with our heritage, this new distinction accentuates our role as a digital photography industry leader," added Kast.
PENTAX will preview several new and existing digital cameras during PMA. A leader in the production of digital cameras, PENTAX has developed durable, reliable products that meet the needs of consumers and businesses for more than 80 years. With headquarters in Golden, Colorado, PENTAX U.S.A., Inc. is a wholly owned subsidiary of PENTAX Corporation.
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