CANON 400 D LAUNCH

Brief: In store support for the launch of the 400D, an entry level DSLR. Target market: Amateur photographers looking to upgrade their camera. Critical Insight: Nick, 39, lives in Andover, Hampshire, UK. Married with a 10yearold son, he has been into photography for about 2 years since buying a digital point and shoot camera. I love taking all types of photographs; rural landscapes, portraits and I like to experiment but I find my current camera limits my creativity. I have thought about buying a Digital SLR but I m still worried they are too I just want to get out there and get a great shot. Communications strategy: Welcome to the playground. Creative Innovation: Based on our research we found that the larger camera retailers also sold TV monitors, which were an excellent POS site so long as the content is great. Kieran Dodds a friendly, approachable and down to earth profess br, br,