Japanese camera brand Nikon will launch a multi-million dollar campaign this Sunday as it plans to double its ad spend this year.
Nikon has unveiled a new brand identity with the tagline "I am". It has adapted a marketing campaign from Europe for the Australian market with cinema, television, online, out-of-home and print executions.
The campaign targets both everyday consumers and professional photographers. Nikon has not run brand campaigns in the Australian market previously, focusing instead on individual products.
Nikon senior marketing manager Nick Segger told AdNews that the brand planned to significantly ramp up it marketing activities, at least doubling its ad spend.
Nikon spent $2.6 million on main media in the 12 months to November 2010, up from $1.1 million in the prior period, according to Nielsen.
Segger said that Nikon felt that the strength of its product portfolio in market now offered the perfect timing for the brand campaign.
Segger said: "The Nikon brand has a long and highly regarded heritage in professional photography. The intention of the 'I am' campaign is to allow casual photographers, holiday makers, parents, party goers and any one else who loves taking photos or movies to feel the excitement of capturing that special moment using a Nikon Coolplix or DSLR camera.
"For the average person, photography is about sharing and self-expression, rather than the individual photo. The ‘I am’ campaign creates new relevance by bringing to life the experiences of photographers of every level."