Sharapova Takes (Power)Shot With Canon

NEW YORK Canon this month will unveil the next generation of PowerShot digital cameras with marketing efforts again featuring tennis star Maria Sharapova. The campaign will coincide with the 2007 U.S. Open, which begins Aug. 27 at the Billie Jean King USTA National Tennis Center, Flushing, N.Y.

The campaign will include TV on CBS and USA Network (both of which have exclusive US Open coverage); print in the September issues of Shape, Smash and Tennis; sponsorship of USA Today‘s U.S. Open bonus section on Aug. 27; Internet and outdoor iterations in New York including billboards and bus signage.

Canon also will use tennis personalities Mary Joe Fernandez and Patrick McEnroe as hosts of a show in New York at which the new PowerShot line will be launched, with 10 Maria Sharapova look-alikes sharing the stage at Greeley Square on Aug. 27 and 28.

Among other features, the new line has a “genuine face detection technology” that helps to keep up to nine faces in focus at any one time no matter where they are within the image, per Canon.

Dentsu America, New York, is the lead agency. Canon, Lake Success, N.Y., spends about $25 million on media behind PowerShot, per TNS Media Intelligence. The company is in the third year of a three-year, $6 million deal it signed with Sharapova in 2004.