Valhalla, NY—Fujifilm North America launched a new marketing campaign for its digital cameras that emphasizes the cameras’ high-definition (HD) recording feature, with a special focus on the FinePix Z70 and the waterproof FinePix XP10 digital cameras.
The campaign continues through July and includes full-page print ads that are targeted to select audiences. For example, ads appearing in magazines such as People, Glamour and Elle are headlined “Hopelessly Devoted,” while ads for magazines such as Sports Illustrated and Maxim lead with “Height Defying” and “Highly Delicious,” and ads for Rolling Stone and Spin suggest “Hip Defined”—with all ads playing on the HD feature as graphic themes.
Also included in the campaign are a number of spots running on key radio stations in New York, Los Angeles, Chicago and Miami. The radio ads, targeting both the gift giver and the gift receiver, promote the FinePix Z70 digital camera for Mother’s Day and the FinePix XP10 for Father’s Day gifts.
“The new marketing campaign reinforces the benefits and features of our cameras, such as HD capture and durability, along with striking visual design,” said Go Miyazaki, division president, Imaging and Electronic Imaging divisions, Fujifilm North America Corp. “We wanted to illustrate how our cameras take great pictures in any circumstance with style and playfulness, and our new ads and activities reflect that spirit.”
Fujifilm also teamed up with Radio Disney to participate in summer street festivals and events throughout the country. At each of the events, Fujifilm will be at the Radio Disney booth, conducting demonstrations of the FinePix XP10 and offering chances for visitors to win the XP10. Kids under the age of 16 will also have an opportunity to have their picture taken with the FinePix XP10. Events include the Third Avenue Street Fair in New York City; the Palos Verdes Street Fair and Musical Festival in Palos Verdes, California; Jenkinsons Tour by the Shore in Point Pleasant, New Jersey; Taste of Chicago; and Florida Marlins games in Miami.
The campaign will be complemented with additional online advertising as well as mobile billboards on the road this summer, touting the XP10 digital camera at busy shopping area locations and beaches in New York, New Jersey, Chicago and Miami.
FinePix Z70. With a feature set that includes one-touch movie capture HD, LED-illuminated operation keys and tagging with automatic upload functions to YouTube and Facebook, the Z70 also boasts a 12 megapixel CCD sensor, a 2.7-inch LCD screen and a Fujinon 5x periscopic optical zoom lens (36-180mm equivalent). The FinePix Z70 comes in black, silver, blue and berry red. It retails for $149.95.
FinePix XP10. Fujifilm calls the XP10 its “durable, ‘four proof’ camera for all of life’s adventures.” It’s engineered to be waterproof to 10 feet, shockproof from 3 feet, freezeproof to 14 degrees F and dustproof. Its features include: HD video recording with sound at 720p; a Fujinon 5x periscopic optical zoom lens with a reinforced protective lens barrier; and auto-tracking focus. The FinePix XP10 comes in silver, black, green and blue, and retails for $199.95. EveryPictureMatters.com or fujifilmusa.com