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FUJIFILM'S NEW DIGITAL CAMERA ADVERTISING CAMPAIGN HIGHLY DEFINES AUDIENCES

Marketing Plan Includes National Print Ads for Specific Audiences, plus Online and Spot Radio Ads, Mobile Billboards and Sponsorship Events

VALHALLA, N.Y., June 15, 2010 – FUJIFILM North America Corporation has launched a new marketing campaign for its digital cameras that emphasizes the HD feature of all its cameras, with special emphasis on the FinePix Z70 and the durability of the FinePix XP10 digital cameras. The campaign began in the spring and will continue through July, and includes full page print ads that are specifically targeted to appeal 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.

Additional advertising includes 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 “mom” for Mother’s Day, and the FinePix XP10 for “dad” for Father’s Day.

“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 Corporation. “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.”

In addition to the advertising, Fujifilm also teamed up with Radio Disney to participate in several summer fun 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 digital camera, with chances to win the FinePix XP10. Kids under the age of 16 will also have the opportunity to have their picture taken with the FinePix XP10 camera. 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 is complemented with additional online advertising as well as mobile billboards on the road this summer, touting the durable XP10 digital camera at busy shopping area locations and beaches in New York, New Jersey, Chicago and Miami.

About Fujifilm’s Digital Cameras
The FinePix Z70’s impressive feature set includes one-touch movie capture HD, LED illuminated operation keys and tagging with automatic upload functions to YouTube and Facebook. The FinePix Z70 also boasts a 12-MegaPixel CCD sensor, a large 2.7” High Resolution LCD and a Fujinon 5x periscopic optical zoom lens (36mm-180mm equivalent) for added range and flexibility. The FinePix Z70 comes in Black, Silver Blue and Berry Red and retails for $149.95.

The Fujifilm FinePix XP10 digital camera is the durable, “four proof” camera for all of life’s adventures - it is water proof to 10 feet, shock proof from 3 feet, freeze proof to 14°F and dust proof. The XP10 includes some impressive features – HD video, where you can shoot movies with sound at 720p; the Fujinon 5x periscopic optical zoom lens with a reinforced protective lens barrier; auto tracking focus, which tracks fast moving subjects so they don’t escape from the frame in a blur, and the legendary Fujifilm picture quality. The FinePix XP10 comes in silver, black, green and blue, and retails for $199.95.

For more information about Fujifilm digital cameras, go to: www.EveryPictureMatters.com.

About Fujifilm
FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Corporation, consists of four operating divisions and a subsidiary company. The Imaging Division sells consumer and commercial photographic products and services including film, one-time-use cameras, online photo services and fulfillment, digital printing equipment and service. The Electronic Imaging Division markets consumer digital cameras. The Motion Picture Division provides motion picture film and the Graphic Systems Division supplies products and services to the printing industry. FUJIFILM Canada Inc. markets a range of Fujifilm products and services. For more information, please visit www.fujifilm.com/northamerica, or go to www.twitter.com/fujifilmus to follow Fujifilm on Twitter. To receive news and information direct from Fujifilm via RSS, subscribe at www.fujifilmusa.com/rss.

FUJIFILM Holdings Corporation, Tokyo, Japan, brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, digital printing equipment, medical systems, life sciences, graphic arts, flat panel display materials, and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 20 companies around the world granted U.S. patents in 2009, and in the year ended March 31, 2010, had global revenues of $23.5 billion*. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com.

* At an exchange rate of 93 yen to the dollar.

For more information, please contact:

Diane Rainey
Fujifilm  
914.789.8657
drainey@fujifilm.com




All product and company names herein may be trademarks of their registered owners.

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