Valhalla, N.Y. -
Tuesday is ramping up a new marketing campaign for its digital cameras emphasizing the HD video-recording capability throughout the line.
The effort will focus in on two models in particular -- the FinePix Z70 and the durability of the FinePix XP10, Fuji said.
The campaign, which began in the spring, will continue through July, and includes full-page print ads targeting select audiences.
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." 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, Fujifilm said. The radio ads, targeting both the gift giver and the gift receiver, promote FinePix XP10 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, 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 our new ads and activities reflect that spirit."
Fujifilm is also working with Radio Disney to participate in several summer street festivals and events throughout the country.
At each event, 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, Calif.; Jenkinsons Tour by the Shore in Point Pleasant, N.J.; 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.