Valhalla, N.Y., –
recently launched its first Hispanic-targeted marketing
campaign supporting new digital cameras, including models FinePix Z70 and
FinePix XP10.
The campaign, which runs through August, was designed to appeal
to Hispanic consumers as the company seeks to broaden its audience reach.
As part of the effort, ads have been placd in such publications
as People en Español, headlined “Hermosa Distracción” — playing on the HD
feature as a graphic theme.
Fujifilm will also place ads on Hispanic television stations
Univision and Telefutura during major world sporting events, including the FIFA
World Cup.
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.
The campaign also leverages radio spots on Hispanic stations markets
in New York, Los Angeles, Chicago and Miami.
Fujifilm is also sponsoring several radio event promotions and
giveaways, including 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, Fujifilm North America Imaging and
Electronic Imaging Divisions president. “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.”
The campaign will be complemented with additional local event
promotions and digital advertising this summer.
The FinePix Z70 ($150 suggested retail) is the company’s 12-megapixel
one-touch movie capture HD camera with LED-illuminated operation keys and
tagging, 5x optical zoom lens, and automatic uploading to YouTube and Facebook.
The Fujifilm FinePix XP10 ($200 suggested retail) is an all-weather
“four proof” (waterproof to 10 feet, shock-proof from a drop of 3 feet, and
cold-proof to 14F degrees) model. It offers 720p HD video recording, 5x optical
zoom and auto tracking focus for $199.
