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Canon hits the street with Direct Print
Dennis Hissink : July 20th 2003 - 15:38 CET
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CanonCanon, leader in photographic and imaging technology, is pleased to announce a new pan European in-store campaign aimed at giving consumers first-hand experience of Canon's new Direct Print concept. Participating retailers will be visited by Canon's 'Digital Photograph Ambassadors', who will demonstrate how simple it is to connect and print directly from Canon digital cameras to photo printers, without the need for a PC. "This is Canon's first ever Pan European in-store campaign" said Malcolm Hills, Head of Canon Consumer Imaging in the UK. "Direct Print makes getting photo-quality copies of digital images easier than ever before. This campaign will make people aware of our new technologies."
Teams of Canon's Digital Ambassadors will set up mobile stands and run demonstrations in some 800 stores across 14 countries throughout the summer. The promotion could then be extended to venues such as airports, theme parks and night clubs.

Dealers will be offered the opportunity to participate in a print media campaign, which will run over the summer to support the promotion. Participating stores will feature in a schedule detailing times and dates of demonstrations.

The campaign will feature Canon's tiny new battery-powered portable Card Printer CP300, capable of printing full gloss photographs on-the-move - direct from the digital camera and without the need for mains power. The ultra high resolution Bubble Jet i450 will also be demonstrated, as well as two cameras from Canon's digital range - the PowerShot S50 and Digital IXUS 400. Printing of stills from Canon's MVX150i Camcorder will also be featured.

The promotion runs alongside Canon's sweeping television and media campaign, which features Direct Print from Canon's flagship Digital IXUS 400 camera. "Direct Print was chosen for the television brand campaign because it embodies Canon's philosophy of innovation, unrivaled quality and brilliant technology with a very human side" explains Hills. "It is also an important concept for us because it links two of Canon's product pillars - digital cameras and printers".

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