FUJIFILM LAUNCHES FIRST HISPANIC MARKETING CAMPAIGN FOR NEW DIGITAL CAMERAS
Marketing Plan Includes National Broadcast and Print Ads, Spot Radio Ads and Public Relations
VALHALLA, N.Y., June 30, 2010 – FUJIFILM North America Corporation has launched its first Hispanic marketing campaign to support the launch of its new digital cameras with special emphasis on the FinePix Z70 and the durability of the FinePix XP10 digital camera. The campaign that began in May and will continue through August was designed to appeal to the Hispanic consumer as part of an overall company initiative to be more relevant to this audience.
The campaign includes an ad in People en Español headlined “Hermosa Distracción” – while playing on the HD feature as a graphic theme. As part of this campaign, Fujifilm will have a presence during the world’s largest sporting event with ads running on Hispanic TV stations, Univision and Telefutura, during 2010 FIFA World CupTM. Sponsored segments will also appear on Univision’s morning show Despierta America, where a spokesperson highlights the features of the FinePix XP10 camera while providing additional information on its advanced technology and ease of use.
Fujifilm has also teamed up with key Hispanic radio stations to run a number of spots in key markets including New York, Los Angeles, Chicago and Miami. The radio ads, targeting both the gift giver and the gift receiver, promoted the FinePix XP10 as an excellent gift for “dad” for Father’s Day and an ideal camera for the whole family during summer adventures. As part of the radio initiative, Fujifilm will participate as sponsor for several radio event promotions and giveaways, such as the Puerto Rican Day parade, 116th Street Festival and the X-clusivo concert.
“The new Hispanic marketing campaign reinforces the benefits and features of our new cameras, providing a new consumer friendly product that the whole family can use,” 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 can be enjoyed by all members of the family. Our new ads and activities reflect that spirit.”
To further reinforce the marketing campaign, Fujifilm has also initiated a public relations campaign for comprehensive Hispanic media outreach. The campaign will be complemented with additional local event promotions and digital advertising this summer, touting the durable FinePix XP10 digital camera in important Hispanic markets such as New York, Los Angeles, Chicago and Miami.
About Fujifilm’s FinePix 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.
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.
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