Newton, MA (November 27, 2002) - First Act Inc., the pioneer and leader in musical products and programs distributed in the mass merchants, announces a Nationwide TV Campaign in support of National Guitar Month. Cable TV Network Media will run during the months of March - May in order to drive traffic to retail during National Guitar Month in April and throughout the spring.
Demonstrating First Act's commitment to the music category and to assisting their retail partners, First Act will air the national TV infomercial campaign in March - May which will drive sales through retail stores in April - May. The 30-minute infomercial will highlight the quality of the First Act guitars, the benefits of music and the design process employed in the First Act Guitar Studio. Produced by the advertising agency behind the George Foreman Grill and the Juice man, the media schedule will likely include national cable TV network purchases on USA network, TV Guide Channel, CNBC, FX, Much Music, Sci-Fi channel, Discovery Channel and PAX network (the final media plan is subject to change depending on availability and pricing).
The campaign will feature a proprietary guitar that was specifically designed to meet the needs of an aspiring guitar player. The complete guitar and accessory pack includes everything you need to get started: a high-quality custom designed electric guitar, a portable amp, 3 picks and a 32 page Learn & Play book. The guitar was designed by Master Luthier, Kelly Butler, in First Act's Global Guitar Design Studio in Newton, MA.
"Our advertising creative, media selection, product design and positioning were inspired by consumer feedback," said Rob Egan, Vice President of Product Development & Marketing, "and offers retailers the benefit of driving retail traffic in the spring. Our goal is to promote the music category throughout the year and to set the stage for a strong fall ad program". The packaging and tagline "Feel It Inside. Play It Out" reflect the brand's contemporary personality, and enhance the product's appeal as a hip and stylish means of self-expression.
About First Act:
First Act Inc., based in Boston, MA, is a premier musical products Company. First Act's entrepreneurs, musicians, and artisans develop superior musical instruments that are made to be heard and crafted to last.
First Act's Studio for Artists designs and builds custom guitars for professional musicians in a progressive, sophisticated in-house studio. First Act's Concert Series(tm) offers band students a comprehensive range of instrument choices while First Act's line for teens and adults includes a wide range of guitars, drums, hand percussion, and accessories. First Act's Discovery(tm) line of instruments gives young children a musical head start.