ROCHESTER, NY: Kodak has launched the largest integrated marketing campaign in its history, as the company moves beyond its traditional film heritage into the digital world.
In 2003, Kodak announced it was going to leverage its history in traditional film, a shrinking market, to make inroads in digital photography and other digital technology. This year, revenue from digital technology will surpass revenue from Kodak's traditional businesses for the first time, according to Gerard Meuchner, director of corporate media relations.
To capitalize on the milestone, Kodak has launched a "brand transformation effort" to solidify itself as a digital technology leader. The campaign will also show consumers the depth and breadth of Kodak's products beyond cameras and film, from health and dental imaging technology to printers and scanners.
The campaign includes advertising, media relations, and online initiatives, such as longer versions of television commercials. In addition to being broader in scope, the branding campaign also focuses on b-to-b audiences, whereas previous campaigns chiefly targeted consumers.
"Plain and simple, we are a digital company," said Meuchner. "We are telling the story about the company Kodak has become."
Research firm IDC's latest survey shows that Kodak leads the US digital camera market, with 22.1% market share.
Kodak has typically been covered by media that tracks industrial companies. While Kodak will continue its outreach to consumer media, it will also be much more aggressive in its outreach to tech media, and technology writers at business and consumer media.
Kodak is working with Ketchum and Fleishman-Hillard on outreach to consumer and b-to-b audiences, respectively.
"Part of the goal of this campaign is to shift perceptions, and reinforce our digital prowess," said Meuchner. "We want to expose people to aspects of the company they weren't aware of, and shift their perception of the brand."