Toshiba announced today details of an integrated marketing communications plan to launch its line-up of HD DVD players. The Toshiba HD DVD players, models HD-XA1 and HD-A1, will be the first HD DVD players to hit the U.S. market and will begin shipping to retailers in March of this year.

The multi-tiered initiative is designed to educate retail salespeople, provide them with support materials to aid in the sale of the HD DVD players and continue to increase consumer awareness of HD DVD players.

A dedicated teaser web site was the first component of the launch program. Launched in November of last year, the web site began providing information to consumers about the major characteristics and advantages of the HD DVD format and started a dialogue between Toshiba and consumers showing interest in HD DVD products.

The next phase of the integrated marketing communications plan in support of the launch of Toshiba HD DVD players will consist of a consumer and retailer tour, targeting over 40 cities across the country. Beginning on February 20th and continuing through April, Toshiba will conduct consumer and media demonstrations, as well as sales and product training for selected electronic retailers.

“The introduction of HD DVD is an exciting milestone in the evolution of Home Theater. Partnering with key retailers in major markets across America, this tour will help Toshiba deliver the product information our customers want in a face-to-face environment that allows them to interact with Toshiba on a more personal level, a key objective of our overall integrated communication efforts,” said Tina Tuccillo, Vice President of Marketing Communications for Toshiba America Consumer Products. “We also realize that not everyone can attend an in-store demonstration of HD DVD. That is why this tour is only one component of our integrated plan to promote the introduction of HD DVD in the United States.”

Source: Yahoo News

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