Nikon is looking to share a little love with the Big Apple this week with an out-of-home effort, encouraging New Yorkers to share through photographs the things they love about New York.
The campaign is an extension of the brand’s “Show Your Love Some Love” campaign that launched last March. That campaign set out to demonstrate that in a world full of social “likes,” the things we love deserve something better, specifically photographs taken with Nikon equipment.
The ads feature photographs of the city and headlines such as “Dear NY, I love how I can go through 14 countries in 2 subway stops” and “Dear NY, I love finding stabilized rent.” The effort encourages New Yorkers themselves to contribute to the things that make the city special, using the hashtag #NikonLoveNY. The posts and images will be gathered and displayed on a dedicated website, www.NikonLoveNy.com.
“New York is one of the most-photographed cities in the world,” Craig Markus, executive creative director at Cramer-Krasselt New York, tells Marketing Daily. “It’s one of the greatest cities in the world and it’s easy to talk about why you love it.”
The new effort will be spread across the “N” subway line in New York via billboards, posters and other displays. The line was chosen because it is identified by a black “N” in a yellow circle and because it stretches through a wide swath of the city including Times Square, Brooklyn, Astoria and Queens.
“It runs through three boroughs, through Times Square and it really canvasses the city in a massive way,” Markus says. “And it’s branded with the Nikon color and the ’N’ in its name.”
The campaign also encourages New Yorkers themselves to contribute to the things that make the city special, using the hashtag #NikonLoveNY. The posts and images will be gathered and displayed on a dedicated Web site, www.NikonLoveNy.com.