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New Integrated Campaign Positions PENTAX Brand Identity, ''BE INTERESTINGâ„¢''

Santa Monica, Calif., Nov. 14, 2008 - An integrated national rebranding campaign for PENTAX launches Nov. 14 on The strategy developed by RPA, a leading independent advertising agency on the West Coast, communicates PENTAX's invigorated brand positioning-"independent spirits who see the world through a different lens."

Research revealed that the target audience, photo enthusiasts under 40 who consider themselves advanced amateurs, relies heavily on the Internet to evaluate and shop for cameras and related products-58 percent of consumers said they would choose the Internet if they had to choose just one method to research their consumer electronics purchase (source: Nielsen Online as cited in press release, July 22, 2008).

"To compete in the crowded camera marketplace, it was critical that we understand how our customers depend on the Internet," said Ned Bunnell, President of PENTAX Imaging Company. "We leveraged our key findings to elevate and revitalize the brand's digital presence."

The campaign's creative look and feel simplifies the brand's new positioning to "BE INTERESTING." The tagline has changed the face of all PENTAX communications, including brochures, packaging and internal communications. Throughout the digital creative, simple, thought-provoking reminders challenge and encourage the independent spirit; those thoughts are married with bold, iconic images of PENTAX products.

"The 'BE INTERESTING' direction came from a deep consumer insight we gained while getting to know the PENTAX brand and their loyalists. PENTAX users, and people who are naturally drawn to the brand, truly are independent spirits. They don't follow. They decidedly beat their own drum. The campaign's idea is to celebrate that independent spirit. And tie that spirit directly into PENTAX products," said Jim Real, Associate Creative Director/Copy at RPA.

Screen grabs of the home page are located here:|I6UH-.BRBZJR7

About PENTAX Imaging Company
PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces, mobile printers and scanners. For almost 90 years, PENTAX has developed durable, reliable products that meet the needs of consumers and businesses. With headquarters in Golden, Colorado, PENTAX Imaging Company is a division of HOYA CORPORATION.

About RPA
RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, Pharmavite's SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit