New Yorkers can now share their love letters to NYC, thanks to Nikon’s new campaign #NikonLoveNY.
The open letters highlight reasons why people love New York and inspire people to share their love for the city through images taken with Nikon cameras, that truly capture the city to show the image quality, vivid colors and stunning detail that Nikon cameras and NIKKOR lenses are known for.
Over the next two months, Nikon will encourage New Yorkers to capture what they love most about the Big Apple and share their personal love letters with the world, tagging #NikonLoveNY.
Nikon’s love letters are featured along the N Line through billboards, posters and other out of home displays. Images layered with short love letters will be revealed in key locations in and around the transit line throughout the city, including Times Square, Atlantic Avenue in Brooklyn and Astoria, Queens, offering commuters visually dynamic messages as captured by Nikon cameras and NIKKOR lenses.
The N line carries more than nine million passengers each month and runs through a diverse and rich cultural and architectural landscape stretching over a 45-station path and running through four of the 10 busiest subway stations in New York City, including stops at Times Square, Union Square, Atlantic Avenue and Coney Island.
Consumers and campaign participants will also have an opportunity to see the campaign come to life across digital media and mobile platforms.
This campaign builds upon the company’s “Show Your Love Some Love” campaign, launched in March 2016, which empowered passionate people to create better memories with images that do their “loves” justice. The “Love Letters” campaign was created and executed by Nikon’s agency partners, Cramer-Krasselt and MWWPR.
DIVERGE talked to Lisa Baxt, Associate General Manager of Communications, Nikon Inc. to find out more:
Where did the idea for campaign come from?
The Nikon Love Letters campaign builds upon the “Show Your Love Some Love” campaign, launched in March 2016, which empowered people to tap into the emotional connection between them and their passions and the incredible stories behind them. Whether a person’s passion is capturing amazing portraits of family members and friends, sharing unbelievable sports moments or helping promote a personal cause, it should stand out. Our passions deserve to be captured and shared with the best possible image quality. Nikon cameras and NIKKOR lenses help people capture and share their love and passions with others.
Nikon Love Letters is an integrated campaign designed to celebrate the things New Yorkers love about New York City. The creative for the campaign evokes the traditional concept of the love letter but on a grander scale, featuring stunning images and curated love notes that highlight the city’s diversity, showcases it’s exhilarating energy and celebrates the sights and sounds that are distinctly New York City.
Who is the team behind it?
The integrated campaign was created and executed by Nikon’s agency partners, MWWPR and Cramer-Krasselt.
Why is this campaign significant?
Nikon Love Letters is a new integrated campaign that celebrates the things New Yorkers love about New York City. The creative for the campaign evokes the traditional concept of the love letter but on a grander scale, featuring stunning images and curated love notes that highlight the city’s diversity, showcases it’s exhilarating energy and celebrates the sights and sounds that are distinctly New York City. New Yorkers are a unique group of people who have an incredible pride in their city — they are not afraid to show it and welcome others to share in it. This campaign is a way for New Yorkers and visitors to celebrate what makes New York City so special through stunning imagery and all the different things that make the city extraordinary. People love different aspects of this city, but everyone can agree that they truly love the city that does not sleep.
What kind of response have you seen from it?
In the first few days, we have a seen a great response to people using the #NikonLoveNY tag. Nikon hopes to inspire New Yorkers and people in cities throughout the country to pick up a camera and share what they love most through stunning imagery. The campaign will challenge people to capture and share their perspectives of all the extraordinary things that makes the city they love so special.
Nikon’s “Love Letters” encourages New Yorkers to share their own beautiful images and affection for their city through social media, using #NikonLoveNY. Participants’ images will be highlighted and on display through the campaign’s dedicated website: www.NikonLoveNY.com.
Additional plans to celebrate 100 years of Nikon?
As part of our 100th anniversary celebration, Nikon Corp. established the Nikon 100th Anniversary logo and have opened a special Nikon 100th Anniversary site in January 2017. The 100th Anniversary site showcases stunning content celebrating our 100th anniversary, including a special movie that documents our company’s past 100 years. Nikon Corp. will continue to add more content to the site throughout the year.
How long will this campaign run?
The campaign will run throughout the spring.
Do you plan on offering it in other cities?
Nikon cannot discuss future plans, but we know that New Yorkers are not the only ones who feel a great pride and love for their city. We encourage people from all over to capture and share what they love most about their own cities with #NikonLove.
Additional thoughts?
Whether a person’s passion is capturing amazing portraits of family members and friends, sharing unbelievable sports moments or helping promote a personal cause, it should stand out. Our passions deserve to be captured and shared with the best possible image quality. Nikon cameras and NIKKOR lenses help people capture and share their love and passions with others.
We are excited about the launch of Nikon Love Letters which builds upon last year’s successful campaign, and look forward to seeing all of the ways consumers love New York City and other locations throughout the country. The Nikon Love Letters campaign is a great example of how the brand continues to look for and support new engagement efforts that resonate with consumers and those that have a passion for capturing and sharing photos.
