The Village PR to launch Nikon UK Coolpix camera

Nikon UK has chosen The Village Public Relations to help it launch

its Coolpix digital camera and Fotoshare system for Christmas.

The appointment followed a recommendation by Nikon's ad agency BMP DDB,

and occurred without a pitch.

Virginia McLean, MD at the agency, said that as the Coolpix camera was

Nikon's first mass-market digital camera, it represented an important

business step for the company, which is known internationally for its

professional cameras.

'They took us on because we have more relevant contacts than they do, as

they usually talk only to the professional photography press,' she


'Our initial assignment is to generate broad features about how to use

digital cameras and how Coolpix is going to drive retail sales for

Christmas,' she added.

Other areas the Village will target are families and schools - with

messages about the simplicity of digital photography - and the style

press, to convey Nikon's 'cool' image.

McLean said The Village had already been commissioned to work on

promoting another Nikon camera and that the possibility existed of a

long-term retainer-based relationship for the agency.

Elaine Swift, Nikon head of press and PR, said: 'It's hard to find a PR

agency that works well with the ad agency, understands our brief and

comes up with ideas that excite us.'

The Village has been shortlisted in the tech category of this year's

PRWeek Awards, for their promotion of a Bridget Jones's Diary mobile

phone service.

The company claims that all of its clients, including BMW for its new

MINI consumer launch, have come by recommendation and not pitching for

work. The Village's retained clients include leadership consultancy Skai

Associates and architects Holden & Partners.

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