SYDNEY: Panasonic is rolling out its biggest ever campaign to promote the Lumix camera, which will break this Sunday.
The campaign, created by The Campaign Palace, features three 30-second TV spots, which will run across free-to-air and pay TV.
The creative focuses on the theme "You don’t have to be a great photographer to take great photos", and is backed by targeted magazine and online advertising, as well as outdoor and point-of-sale activity.
The print and online advertising will be highly targeted. For instance, ads relating to the DMC-TZ10 Lumix model will focus on travel media, whereas ads relating to the DMC FT2 model will target niche surfing, skating and snowboarding media.
Panasonic Lumix marketing communications manager, Matthew Mannall, said: "Lumix has truly come into its own in 2010 as one of the most recognised camera brands in Australia.
"This new campaign brings the standout features of the new Lumix range to life in a light-hearted and humorous way."
Click here to see the campaign.
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