A $65 million advertising plan has been rolled out by Samsung to promote its LED-back-lit LCD TVs, which will involve online advertising, extensive in-store merchandising displays, print advertising, national network and cable TV spots and mall showcases, lasting from end of March till end of June.

And this is only a beginning, for Samsung has got a 2009 year-long national advertising campaign to leverage the company’s leadership position in LED-back-lit LCD TV technology, according to the company on Tuesday.

As the first phase of the whole year campaign, the effort started now is primarily aimed to promote LED LCD TV as a new TV category, delivering to consumers the message that LED backlighting TVs feature “mega contrast” ratio picture performance, ultra-slim panel designs and environmentally friendly attributes. The goal is scheduled to be reached by end of June, and then the second phase of the 2009 promotional campaign will begin.

“Unlike other campaigns we’ve had that have used what I call a shotgun method, we are using strategically planned stages in order to communicate this wholly-new technology of LED LCD TV.” said Peggy Ang, VP of the consumer electronics division marketing communications.

In the in-store advertising, kiosks and end-caps will be used to display core Samsung products and technologies, including LED LCD TVs, digital still cameras, Blu-ray Disc players and home-theater systems, according to Ang.

Samsung is also targeting 12 malls across the country to showcase walled, stand-alone “Samsung LED Sanctuary” in high-traffic common areas. Passersby will be able to view a vivid display of 6000- or 7000-series Samsung LED LCD TV, as well as be accessed to the three core attributes of the technology.

The mall sanctuaries will tie in with national or regional retail partners as well as key local dealers “in a 5- to 10-mile radius” of the display. Ang said Samsung is determining now if it will use a coupon or some form of card that consumers can take to partner dealers to receive a special deal on the featured sets.

The print advertising is scheduled to begin in early April, and will be followed on April 13 with a television component using both primetime national broadcast networks and leading cable TV channels.