[Sony Handycam DCR-PJSE merupakan alat rekam kelas premium yang merupakan pionir dari camcorder yang build-in proyektor di dunia. Dalam perkembangan pasar di Indonesia, awareness khalayak terhadap camcorder Sony Handycam masih rendah, karena kurangnya promosi produk yang relatif baru. Oleh karena itu digunakan strategi komunikasi pemasaran terpadu sebagai solusi untuk masalah tersebut. Tujuan dari strategi ini adalah mengkampanyekan Varian baru camcorder Sony Handycam DCR-PJSE. Kampanye akan berlangsung selama tahun 2013 dan dibagi kedalam 2 (dua) tahapan kerja. Kampanye ini mengusung tema 'Precious Moments. Together", yang berasosiasi dengan kebersamaan dalam momen berharga dari pasar sasaran Sony Handycam DCR-PJ5E. Keseluruhan biaya kampanye ini adalah Rp. 4,983,459,191,-

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Sony Handycam DCR-PJ5E is a premium grade recording equipment which is the

pioneer of build-in projector of camcorder in the world. In Indonesian market,

awareness of the Sony Handycam is still low, the lack is due by relatively of new

product promotions. Therefore, integrated marketing communications strategy is a

solution ofthe problem. The purpose of strategy is campaigning for a new variant

of Sony Handycam DCR-PJ5E. The campaign will be held along the year 2013

which is divided into 2 (two) steps. The idea of campaign itself is carrying

'Precious Moments. Together' which is associated with the precious moments of

togetherness in the target market of Sony Handy cam DCR-PJ5E. Overall budget

for this campaign are IDR 4,983,459,191-, Sony Handycam DCR-PJ5E is a premium grade recording equipment which is the

pioneer of build-in projector of camcorder in the world. In Indonesian market,

awareness of the Sony Handycam is still low, the lack is due by relatively of new

product promotions. Therefore, integrated marketing communications strategy is a

solution ofthe problem. The purpose of strategy is campaigning for a new variant

of Sony Handycam DCR-PJ5E. The campaign will be held along the year 2013

which is divided into 2 (two) steps. The idea of campaign itself is carrying

'Precious Moments. Together' which is associated with the precious moments of

togetherness in the target market of Sony Handy cam DCR-PJ5E. Overall budget

for this campaign are IDR 4,983,459,191-]