Valhalla, N.Y. -
said this week its launching a multimedia advertising campaign for its digital cameras, highlighting the X100, X10 and FinePix F600EXR models.
The campaign, which will target the holidays and carry over into the new year, will leverage network television, outdoor media, national print and online media buys, including the relaunch of Fujifilm's Everypicturematters.com website.
The spots will underscore the special benefits of each model underscoring their image quality, design and performance for a range of photographers.
"Fujifilm has an incredible lineup of digital cameras for the 2011 holiday season that deliver unsurpassed performance and value to a wide range of consumers and professional photographers, and we want to showcase these products in every way possible," said Manny Almeida, Fujifilm North America VP and general manager. "We are very proud of the design, exceptional image quality and ease of use that our digital cameras offer, and we are excited for all of the memories that they will capture."
The television component will feature "Bungee" spots showcasing long-zoom digital camera models highlighted by the FinePix F600EXR. The spot features a bungee jumping scene that illustrates the power and zoom capabilities of the cameras.
It will kick off Nov. 13 and will continue through sweeps week, to the end of December, running against most of the highest-rated shows, and NFL and college football games.
The Bungee theme will also continue in a billboard in New York's Times Square from November through January. Another outdoor ad will be used at the 2012 International CES in Las Vegas, where a 40-foot by 27.5-foot sign highlighting the expansion of the X-Series will greet attendees outside the entrance to the Las Vegas Convention Center.
Print spots will showcase Fujifilm's X100 and the all-new Fujifilm X10 cameras, highlighting the camera's retro-design, features and range of possibilities.
The print campaign will appear in magazines and newspapers that focus on technology, luxury goods and advanced photography.
Full-page ads for the cameras will appear in The New York Times Magazine on Nov. 20, Dec. 4 and Dec. 11.
Web advertising will be another large component of the program, employing custom ads and video, showcasing the X100 and X10 models.
The advanced FinePix F600EXR long-zoom compact digital camera will have online advertising running from November through December on top photography, technology, news, sports and entertainment websites.