PMA April 2009 : Page 12
Business & Marketing SeeHere.com Th e SeeHere.com media campaign includes six campaign components. SeeHere.com is a consumer photo printing and sharing website from Fujifi lm U.S.A. Inc. Th e campaign was entered by Joan Rutherford, vice president, Marketing Web for the Imaging Division of Fujifi lm U.S.A. Inc. It includes online banner ads, a billboard display, TV spots, email blasts, and photo gifts. Launched in October 2008, SeeHere.com allows consumers to share, organize, and customize photos, or develop galleries, websites, blogs, and create custom photo gifts. “Th e campaign to promote SeeHere.com consisted of two main elements,” says Rutherford. “Online and TV promotions helped establish the brand and drive revenue.” Ongoing online campaign elements include banner ads and promotional offers. Th e colorful banner ads feature a mother with young children. Th e website home page includes several promotional off ers and a slide show of site capabilities. Th e centerpiece of the campaign was a direct response TV advertising spot demonstrating diff erent features of SeeHere.com. “Th e 30-second TV spots showed people how the The Fujifilm consumer site, SeeHere.com, features several custom photo gift components encouraging customers to do more with photos. website works,” says Rutherford. “Th e spots highlighted gift selections, the composer tool for creating unique gifts, and why SeeHere.com was the best choice [versus other photo sites].” Th e TV spots featured the same young woman demonstrat- ing various tasks – such as building a photo greeting card or photo book, and using the sharing feature. The TV com- mercials ran from October to December 2008, and aired nationwide in the United States. 12 PMA — April 2009 — www.pmai.org
