An integrated national campaign for the new line of Pioneer Electronics high-definition (HD) plasma TVs and displays will break Sept. 2.

Developed by West Coast independent advertising agency RPA, the more than $20 million campaign coincides with the kickoff of the NFL and NCAA football seasons. Online tactics include search engine optimization as well as banner and PointRoll interactive ads (expected mid-to-late Sept.) that consumers can click through to discover more about Pioneer plasma technology.

Targeting men in their late 30s to early 40s, the media buy includes :30 spots ("Orbit" and "Wind Tunnel") that will air during sports programming, including ESPN Monday Night Football, NBC's Sunday Night Football, the League Championship Series on Fox and various cable programming.

Print advertisements will appear in an array of publications (men's lifestyle, AV enthusiast, sports, automotive, business/finance, technology) and national newspapers.

Pioneer will also be the exclusive HD college football sponsor of the 2006/2007 season on ESPN HD and ESPN2 HD. And it is the HD sponsor of the upcoming Warren Miller film tour and title sponsor of the Pioneer PureVision Las Vegas Bowl.