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Nikon Generates Summer-Travel Buzz about Its Newest Cameras with Grab-Bag of Travel Items

Challenge: How to promote your product for the summer travel season

Major technology companies have found various types of exhibitions to be highly effective ways of promoting their newest products, but Nikon Corporation, the world leader in digital imaging and photo imaging technology, sought to enhance the summer travel marketing campaigns for its newest camera models, the D60 D-SLR and P80, without relying solely on the camera’s performance capabilities. While Nikon’s press conference would introduce editors of technology and travel publications to the cameras’ new features, Nikon wanted to highlight the additional benefits of using these cameras during summer vacations and travel excursions. With that in mind, members of the Nikon marketing team decided to use a selection of travel-themed items to underscore how the compact camera’s designs were perfect for the summer travel season.

Solution: An array of travel themed products to pique the interests of technology and travel editors.

Understanding that promotional products should be selected based on their ability to convey a meaningful message to a target audience, Nikon strategically decided on products that emphasized the benefits of traveling with a Nikon camera during the summer travel season and maximized the exposure of Nikon company name after the press conference. The collection of promotional items comprised of a Two Tone Air Mesh Structured Cap, a Burke Travel Wallet, a Picture Wheel Notebook, and a Kwik-Seal ® Brushed Aluminum Luggage Tags. While the gifts definitely raised the invited editors’ interest in Nikon’s camera demonstrations, the promotional gifts also provided Nikon with a way of reminding recipients of Nikon and its products every time they organize their travel documents and pack their suitcases.

Result: Assortment of products evokes positive reaction from editors and helps achieve business goals.

By thoughtfully crafting a message to tie its promotional products to the target audience of its new cameras’ features, Nikon effortlessly won over the invited travel and technology publication editors. Nikon’s giveaway kicked off its demonstration in a positive way with the editors greatly appreciating the practical gifts. By the conclusion of the press conference, the guests were raving about how the promotional grab-bag of travel-related items tied into the presentation and conveyed its message very effectively. Mission accomplished!


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