Professional camera brand plans to target new audience

Manfrotto, the professional camera equipment manufacturer, has developed a new strategy and brand positioning to broaden its customer base.

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The company is adopting the brand position “Imagine More” and will launch a range of products and accessories for enthusiasts and “social recorders”. The company says that the surge in digital photo sharing across social networking and photo-sharing websites will help it broaden the brand appeal.

It believes that there is crossover potential for its brand from the professional photographer to people involved in amateur sports clubs and wildlife photography enthusiasts, for instance.

Manfrotto, owned by Italian company the Vitec Group, will launch a new product range next year that includes camera tripods, bags and lighting targeting the wider audience.

The global strategy has been developed by Experience Communications working with Marco Pezzana, Manfrotto imaging sales and marketing director and supports managing director.

Manfrotto appointed advertising agency Team Saatchi to work on a supporting campaign earlier this year.

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