CAPTURE THE JOURNEY WITH NIKON AND SECRET ESCAPES
Nikon and Secret Escapes team up to #capturethejourney as they visit some of the world’s most effortlessly photogenic destinations.| February 28th, 2018
The initial brief we received from Nikon was a challenging one since it required, for the first time, that we encourage people to upgrade from an entry level D-SLR to a mid-high range D-SLR. Audience insight revealed that camera enthusiasts tend to stick to a particular brand once they have made an initial purchase, so it was our job to convince our Nikon audience that the next step up in their kit will improve their photography and lead to better photos. Nikons hero products for this campaign begin at a £1,000+ price point so this was going to be no easy feat.
The chosen partner needed to be capable of creating inspirational content with an interesting story and beautiful backdrop in line with the Nikon brand and have access to those consumers with the necessary expendable income. Additionally, we needed to ensure that the content would allow for authentic product integration and a naturally fitting element of education to encourage that upgrade too.
The solution; To send one professional and one aspiring photographer to three of the world’s most effortlessly photogenic destinations; Iceland, Morocco, and New York. The aim? Learn to capture the perfect shot.
Secret Escapes have created a wealth of fantastic content for each destination including longer form and social videos, a journey page housing the imagery from their trips along with commentary including tips and tricks and a destination guide for Secret Escapes holiday goers.
Over and above the content creation there were several additional extras included in the package which really help bring this partnership to life. These elements make the relationship between Nikon and Secret Escapes appear an intrinsic one which, from an MBA perspective, adds substantial value outside of media inventory or distribution;
- All trips to Iceland, Morocco and New York advertised on Secret Escapes have been labelled as ‘photogenic escape’ in Nikon yellow and many them have been ‘editor’s picks’ so top of site throughout the partnership.
- All consumers who book a ‘photogenic escape’ with Secret Escapes are sent a destination guidebook in the post which is a glossy version of our online hub designed and printed by Secret Escapes.
- Secret Escapes funded an additional partnership with Amateur Photographer enabling us to re-purpose the concept slightly for the Amateur Photographer print and online audiences and further promote the videos, competitions, and the Secret Escapes Nikon hub.
This is the first partnership of this scale that MediaCom have run with Secret Escapes and was very much new ground with Secret Escapes not being a hugely established media owner. The partnership has been a huge success to date and the content speaks for itself. https://www.secretescapes.com/nikon/
Thanks to the teams in TED and MBA who helped bring this to life. If you have any questions don’t hesitate to get in touch.
Iceland: Shot by craighowes
Morocco: Shot by rosscarmaltwalker
New York: Shot by vicsjcampbell
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