As consumers prepared to tighten their belts, the Digital Entertainment Group (DEG) has launched the "Tru Blu" campaign to promote the Blu-ray format.
A US-based multi-industry home entertainment body, DEG has launched a campaign targeted at 25 to 44-year-olds who own an HDTV or intend to purchase one.
The campaign kicked off this week during the FOX Network's NFL telecasts and is designed to drive awareness and retail sales during the November and December holiday shopping season. It is also incorporating feature spots on network and cable TV channels, online and in theaters as well as an in-store component.
The campaign has the support of Sony and Panasonic as well as studios such as Lionsgate, Sony, Fox, Universal, Disney and Warner Bros.
