Booked by Canon’s media agency- PHD, the Canon microsite is part of Future’s PhotoRadar.com – the company’s recently launched online photography destination, which aggregates content from its photography magazines, Digital Camera and PhotoPlus, alongside all-new news and content from a dedicated editorial team.
As part of Canon’s global Take Stories marketing campaign, the microsite at www.photoradar.com/canon5d takes professional and semi-pro photographers beyond the image to discover the skills and techniques necessary to capture brilliant images.
The PhotoRadar microsite, entitled “The Professional Session: Panoramas” features five video tutorials, shot live as the sun rose over North Yorkshire’s idyllic Robin Hood’s Bay during a photoshoot with the award-winning landscape photographer, Fran Halsall. Through the videos Fran guides users through the technical and creative planning needed to achieve professional quality images.
Alongside the videos on the site there are a gallery of behind-the-scenes images and additional photography from the day of the shoot. The site also offers links to more information about the Canon EOS 5D MKII camera, and a chance to win a day with the team at Future’s Digital Camera Magazine.
Running for four weeks- the microsite campaign was launched with the first-ever PhotoRadar.com homepage takeover and reskin, supported by a homepage button and co-branded traffic drivers across the main PhotoRadar site, which also feature in the PhotoRadar.com newsletter, sent to more than 100,000 users each week.
Guido Jacobs, Canon Consumer Imaging’s UK Marketing Director, said: “This is an innovative, useful and interactive way to showcase the qualities and attributes of the 5D MKII, whilst reinforcing the Canon brand to PhotoRadar’s passionate and knowledgeable audience.”
Kurt Edwards, Future’s Digital Commercial Director, added: “Building on the recent launch of PhotoRadar.com, this is another fantastic example of Future’s ability to create strong, engaging digital content. We have strong editorial heritage of talking to passionate audiences, which means we now produce standout campaigns which present specialist information in a creative but accessible way.”
About Future
Future says: “Future plc is an international special-interest media group that is listed on the London Stock Exchange. Founded in 1985 with one magazine, today we have operations in the UK, US and Australia creating over 180 special-interest publications, websites and events for people who are passionate about their interests. We hold strong market positions in games, film, music, technology, cycling, automotive and crafts. Our biggest-selling magazines include T3, Total Film, Digital Camera, Fast Car, Classic Rock, Guitar World, Official Xbox Magazine, Official Playstation Magazine, Nintendo Power, Maximum PC and MacLife. Our websites include gamesradar.com, bikeradar.com, techradar.com, and musicradar.com. Future produces over 4 million magazines each month; we attract more than 18 million unique visitors to our websites; and we host 25 annual live events that attract hundreds of thousands of enthusiasts. In addition, Future exports, syndicates or licenses its publications to 90 countries internationally, making us the UK’s number one exporter and licensor of monthly magazines.”
