• by Aaron Baar , June 30, 2010

Fujifilm North America is looking to make itself more relevant to the growing U.S. Hispanic population via a new advertising and public relations campaign.

The campaign began with an ad in People en Español. It plays upon the HD features in the company's FinePix digital cameras. The HD feature is touted in the headline, "Hermosa Distraccion ("Beautiful Distraction").

The company is also running ads on Spanish-language television stations during the World Cup broadcasts on Univision and Telefutura, as well as sponsoring a segment during Univision's morning show, "Despierta America."

Radio ads in markets such as New York, Los Angeles, Chicago and Miami target gift-givers and receivers. Fujifilm is also acting as a sponsor for radio promotions and giveaways in those cities at Hispanic events such as the Puerto Rican Day parade, 116th Street Festival and other concerts and events.

"The new Hispanic marketing campaign reinforces the benefits and features of our new cameras, providing a new consumer-friendly product that the whole family can use," said Go Miyazaki, president of Fujufilm North America's Imaging and Electronic Imaging divisions, in a statement. "We wanted to illustrate how our cameras take great pictures in any circumstance with style and playfulness and can be enjoyed by all members of the family. Our new ads and activities reflect that spirit."

The company did not respond to a request for more information.