RCA Corp. unveiled a new brand campaign, "Made for Moments," at the CES show today, timed to coincide with the launch of its new 4K TVs, smartphones and tablet computers.
Created by Gyro San Francisco, the campaign includes online, print, social media, video and events, and is designed to showcase RCA's rich history in consumer electronics, combined with its newer technologies.
"For almost a century, RCA has been a well-known, trusted brand. We felt it was time to reignite the brand as more and more technologies are emerging," said Marie-Josée Cantin, VP-licensing at Technicolor, which owns RCA.
"We have significantly increased our marketing activities from what we've been doing in the past year," Ms. Cantin said, although she declined to disclose the campaign budget.
"With the 'Made for Moments' brand campaign, we are embracing our heritage while bringing to the market an innovative line of products, from 4K TVs to smartphones and tablets."
At the CES show, RCA is unveiling seven 4K ultra-high-definition TVs with screen sizes ranging from 50 inches to 85 inches, including the brand's first curved model. It will also debut four Android smartphones.
Ads, including print and online, juxtapose the old with the new. For example, one ad has a black-and-white image of a 1950s-era family gathered around a TV set, next to a color image of a modern family room outfitted with the latest RCA technology.
"'Made for Moments' is an evolution of the brand," said Drew Meyers, president of Gyro San Francisco. "It's a story around RCA being intentionally designed for the moments that really matter in your life. RCA offers the right combination of innovation, quality and value that consumers are looking for."
While the campaign is a consumer play, RCA will use it to help its manufacturing licensees tell the RCA story in local markets to help drive retail sales.
"Our licensees are instrumental in ensuring that the brand campaign gets to the customers," Ms. Cantin said. "All of our licensees are at CES. It is very important for us to build a solid brand that will allow our licensees to continue growing in their local markets."
In addition to paid media, the campaign will include a strong social-media component.
"'Made for Moments' is inherently a social platform to get new segments of consumers to really engage with and build some social currency around the brand," Mr. Meyers said.