Canon Frames Sharapova in U.S. Open Plans

Tennis diva Maria Sharapova will be in the spotlight for Canon’s U.S. Open Tennis Tournament sponsorship plans, along with a supporting cast of diamond studded cameras.

Currently sidelined with a shoulder injury, Sharapova is expected to compete at the U.S. Open. And she’ll be the star of a private event at the Canon Center Court, a 50-foot dome the camera company is erecting in New York City’s South Street Seaport as the focal point of its U.S. Open activation. The svelte Russian tennis diva will accompany a “Diamond Collection” of five Canon PowerShot Digital ELPH cameras designed by Amosu with 88 2.22-carat diamonds adorning each one.

The Canon dome will be open to the public on Aug. 20 and 21—as the tennis tourney gets underway—with the diamond-encrusted cameras that Sharapova helped to design on display. The limited edition, multi-colored cameras are the prizes in a sweepstakes Canon is running from Aug. 20 through Oct. 20.

Visitors to the dome can register on-site to win. Registration is also available at www.powershot.com.

It’s the fourth year that Canon has featured Sharapova as the star of its U.S. Open sponsorship and the camera maker is bringing back the renowned Marias, Sharapova look-alikes, who will be on at the dome when the real Sharapova isn’t there. Canon’s objective with the Marias is “to bring in the consumers and give them a chance to have their pictures taken,” Michelle Fernandez, senior manager, camera marketing for Canon, said.

Consumers entering the Canon dome will face a simulated paparazzi barrage of photographers, with those images then projected on the inside ceiling of the dome.

At the first of a series of interactive stations, they can play virtual tennis against Sharapova on a Nintendo Wii console. They can then have their pictures taken with one of the faux Marias or with a cardboard cutout of the real Sharapova. At the next station, they can see the pictures reproduced on a compact Canon printer and select a shot to take with them as a keepsake.

After their virtual encounters with Sharapova, people can also have a hands-on encounter with the latest Canon digital cameras that will be attached to tables in a relaxed lounge setting.

The centerpiece in the dome will be a display of the five diamond-laden cameras, enabling a bird’s-eye view of the sweeps prizes.

Print ads in several New York publications and radio spots on FM rock station Z100 will pump up the presence of the Canon dome and the sweepstakes. Billboards along the Long Island Expressway and in Grand Central Station will also help build awareness for the promotion and the five colors—brown, silver blue pink and gold—Canon is introducing for its PowerShot digital camera line.

A Canon TV ad campaign will debut on CBS and USA Network during the U.S. Open tourney coverage.

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Related Links:

Canon Launches Camera Line with Sharapova Imposters
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