RCA-branded Lyra embarks nationally

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Thomson consumer Electronics launches a multimedia campaign in July to promote its new RCA-branded digital audio product, Lyra. With online and offline advertising, it will tout the product as portable, flexible and cool, hoping to attract a broader, younger audience.

Lyra, a palm-size personal digital audio device that plays compressed music files downloaded from a PC, will be available in early September.

Thomson, which markets RCA-branded consumer electronics, also is hoping Lyra will help RCA in the digital audio space.

Sony Electronics has tried to position itself as the digital leader through its consumer electronics and computer products advertising.

Philips Consumer Electronics has emphasized key digital products, such as high-definition TV, in its advertising.

Advertising for Lyra, developed by Thomson's agency of record, Ammirati Puris Lintas, New York, kicks off July 19 with a sponsorship of the Yahoo! Internet Life Online Music Awards in New York.


"We chose that as a kickoff to generate some prelaunch publicity," said Tom Wardrop, VP-advertising for Thomson. "New York is a major market and the perfect venue; it's a great link to the mentors of our key customers in the music space."

Thomson's primary target audience for Lyra is the 18-to-29-year-old set.

The branding and launch campaign will encompass both online and offline advertising, including consumer print, radio, banners, content sponsorships and keyword links from portals. Spending was undisclosed.

"We will make a significant investment behind the product in both the traditional and online advertising vehicles," Mr. Wardrop said.

Giant Step, a Chicago-based interactive arm of Leo Burnett Co., developed and manages the RCA site. Thomson chose U.S. Interactive, New York, to develop it.

Copyright June 1999, Crain Communications Inc.

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