Amstelveen, The Netherlands, 17 April, 2007: To celebrate 20 years since the launch of the very first EOS camera, Canon is proud to announce the release of an unprecedented 13 Photo Kits and 8 EF Lens Kits – all offering different combinations of EOS system equipment at exceptional value. This brings the total number of available EOS Photo Kits up to an incredible 19.
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From April to June, the new Kits will be supported by a Pan-European Cash Back promotion, giving consumers of all levels – from entry through to professional – the opportunity to claim back cash on purchases of 24 EOS
system products. The Photo and Lens Kits, along with the Cash Back promotion, are supported by a variety of marketing initiatives including Point-of-Sale (PoS) activities, on-line and print campaigns. As well as benefiting established EOS users, the kits
offer amateur photographers an easy way to progress to digital SLR. "In 1987, EOS kick-started a revolution in SLR photography. Today, as sales of digital SLR cameras break new records, the EOS system continues to drive the market," said Jacco Leurs, Marketing Director of Canon Consumer
Imaging Europe. "These new initiatives make the EOS system even more appealing to consumers, and will further strengthen the position of EOS as the world’s leading D-SLR system." Canon is the European DSLR market leader with a market share of 47%. New kits Each of the new 13 Photo Kits includes an EOS camera body – the EOS 5D, EOS 30D or EOS 400D – plus one or two EF lenses. Some Photo Kits also include a Canon EX Speedlite flash. For existing EOS photographers, 8 Lens Kits
package together two EF lenses – at excellent value. Cash back offer The Photo and Lens Kits are supported by a Cash Back promotion, giving consumers the opportunity to claim money back when they make purchases of 24 selected EOS products. Many of the 24 products in the promotion also
appear within Kits, offering the potential for cross-promotion. The promotion is administered entirely by Canon, requiring consumers to download and mail an application form – available from www.canon-europe.com/2007promotions Marketing Activities Beginning 1 April, Canon is aggressively supporting Kit sales and the Cash Back promotion with numerous marketing activities. These include PoS materials, a web-campaign linked to the EOS 20th anniversary celebrations,
print advertisements, and a promotional DVD mounted on the covers of leading specialist magazine titles.
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