“’Every Picture Matters’ is a contemporary take on the timeless value that we all place on photos. It reflects the fresh approach Fujifilm has taken in developing our newest digital cameras, which consider our customers’ lifestyles as never before,” said Todd Schrader, vice president, Electronic Imaging Division, Fujifilm U.S.A., Inc. “We want to market our 2009 camera line up in the same kind of fresh and engaging way.”
The cornerstone for the effort is a new web site, EveryPictureMatters.com. It’s a site for “life enthusiasts” – people who enjoy life and want to share their experiences through photography. This site will reflect Fujifilm’s long-standing culture and heritage of photography, while offering a contemporary and consumer-friendly approach to taking pictures, the company said. One feature, “Why This Picture Matters,” displays a patchwork series of selected photographs that represents the essence of why Every Picture Matters, with descriptive statements associated with each photo. Other features include additional information and photos about Fujifilm digital cameras, including awards and reviews.
The campaign kicked off in May with a sponsorship on New York’s WPLJ radio. The FinePix Z33WP, Fujifilm’s first water proof digital camera, was featured during “Scott & Todd’s 2009 Summer Blast-Off,” a beach party with live music at the Jersey Shore. Visitors to New York City may also see Fujifilm cameras in the windows of J&R Music and Computer @ Park Row, currently featuring a series of four colorful panel FinePix Z33WP ads prominently displayed through J&R’s windows.
Over the summer, additional activities will include advertising in a number of national print publications and on-line; and beach goers will catch a glimpse of banners towed by small airplanes and mobile billboard trucks throughout popular summer beach vacation spots – from Montauk, New York to Cape May, New Jersey – encouraging people to “Dive into summer. Make a splash this summer. Live Waterproof.”