After a prolonged absence in the pro market,
Olympus deployed a new line of high-end digital
photographic equipment aimed at the professional
photographer. DCI focused its activities in the pro
community on many levels, to ensure a deeper,
more lasting impact.
Training, education, events, sponsorships and
publicity were all finely calibrated to give pro
users an optimum perspective on Olympus’ new
equipment. Relationships with key influencers
(and users) produced testimonials, endorsements
and media story ideas, while prominent stories
in key trade and consumer publications showcased
the technology, and promotional issues drove
the program at grassroots.
Complementing all this were a multi-city exhibition
tour of digital photography by thirty Olympus
Visionaries, noted photographers in diverse fields,
and the Olympus School of Digital Photography,
a major educational initiative for enthusiasts.
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REAL RESULTS
Prolonged, positive product and Olympus Visionary
exposure in target trade and consumer publications
and relationships with key influencers resulted in
increased brand recognition in the pro community.
High media visibility for the exhibitions and
increased attendance at the Olympus School helped
magnify awareness of Olympus professional digital
photographic solutions and increase sales. |
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