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
'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
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.