Canon celebrate EOS 20 th Anniversary with new EOS Kits and Cash Back Promotion

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1 Press release Canon celebrate EOS 20 th Anniversary with new EOS Kits and Cash Back Promotion Hi-res versions of these and other images can be downloaded from Amstelveen, The Netherlands, 17 April, 2007: To celebrate 20 years since the launch of the very first EOS camera, Canon is proud to announce the release of an unprecedented 13 Photo Kits and 8 EF Lens Kits all offering different combinations of EOS system equipment at exceptional value. This brings the total number of available EOS Photo Kits up to an incredible 19. From April to June, the new Kits will be supported by a Pan-European 1 Cash Back promotion, giving consumers of all levels from entry through to professional the opportunity to claim back cash on purchases of 24 EOS system products. The Photo and Lens Kits, along with the Cash Back promotion, are supported by a variety of marketing initiatives including Point-of-Sale (PoS) activities, on-line and print campaigns. As well as benefiting established EOS users, the kits offer amateur photographers an easy way to progress to digital SLR. In 1987, EOS kick-started a revolution in SLR photography. Today, as sales of digital SLR cameras break new records, the EOS system continues to drive the market, said Jacco Leurs, Marketing Director of Canon Consumer Imaging 1 Participating countries: Austria, Belgium, Denmark, France, Germany, Greece, Ireland, Italy, Netherlands, Portugal, Spain, United Kingdom, Sweden, Finland, Switzerland, Luxembourg, Norway. Czech Republic, Slovakia, Hungary and Poland.

2 Europe. These new initiatives make the EOS system even more appealing to consumers, and will further strengthen the position of EOS as the world s leading D-SLR system. Canon is the European DSLR market leader with a market share of 47% 2. New kits Each of the new 13 Photo Kits includes an EOS camera body the, EOS 30D or plus one or two EF lenses. Some Photo Kits also include a Canon EX Speedlite flash. For existing EOS photographers, 8 Lens Kits package together two EF lenses at excellent value. 3 Cash back offer The Photo and Lens Kits are supported by a Cash Back promotion, giving consumers the opportunity to claim money back when they make purchases of 24 selected EOS products. Many of the 24 products in the promotion also appear within Kits, offering the potential for cross-promotion. The promotion is administered entirely by Canon, requiring consumers to download and mail an application form available from together with their proof of purchase. Marketing Activities Beginning 1 April, Canon is aggressively supporting Kit sales and the Cash Back promotion with numerous marketing activities. These include PoS materials, a webcampaign linked to the EOS 20 th anniversary celebrations, print advertisements, and a promotional DVD mounted on the covers of leading specialist magazine titles. Ends About Canon Consumer Imaging, Canon Europe Canon Europe is a subsidiary of Canon Inc. of Japan, a world-leading innovator and provider of photographic and imaging technology. Canon Inc. was founded in 1937 and has a heritage of nearly 70 years in optics research and development. The Consumer Imaging division incorporates the following product groups: photo, video, ink jet and laser printers and multifunctional devices, projectors, scanners and fax machines. Further information about Canon Europe is available at: 2 GfK, Jan-Feb 2007, EU14 3 See additional information for complete list of kit configurations.

3 Additional Information Photo Kit combinations The 13 Photo Kits available for order are: EF-S 17-85mm f/4-5.6 IS EF mm f/4-5.6 IS Macro Kit EF-S 60mm f/2,8 Macro EF mm f/4-5.6 IS Digital SLR Camera with EF-S 17-55mm IS Lens Kit EF-S 17-55mm f/2.8 IS ultra wide zoom kit Macro Kit EF 100mm f/2.8 Macro Macro + Ring Flash Kit EF 100mm f/2.8 Macro Macro Ring Lite MR-14EX EF mm f/4l IS EF mm f/ l IS EF50/1.4 + Speedlite EF 50mm f/1.4 Speedlite 220EX Professional Standard Zoom Kit EF 24-70mm f/2.8l Macro Kit EF 180mm f/3.5l Macro Macro + Ring Flash Kit EF 180mm f/3.5l Macro Macro Ring Lite MR-14EX Standard Zoom + Flash Kit

4 Speedlite 430EX

5 Lens Kit combinations The 8 Photo Kits available for order are: EF f/4 L EF mm f/4l IS EF 16-35mm f/2.8l II EF mm f/2.8l IS EF 24mm f/1.4l EF 35mm f/1.4l EF mm f/4-5.6 IS EF 135 f/2l EF 200mm f/2.8l II EF 300mm f/4l