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.”