Nikon Widens Target To Capture Casual Shooters It's

Long considered the brand choice of professional photographers and serious hobbyists, Nikon is expanding its message to consumers who shop at places such as Best Buy and Circuit City.

A TV and print campaign for the Coolpix 2100 and 3100 digital cameras, the first work from Interpublic Group’s McCann-Erickson since it won the $20 million creative account in February, broke last night on the Indianapolis 500 on ABC.

With the new tagline, “If the picture matters, the camera matters,” the work seeks to give the average picture taker the confidence to buy and use a Nikon, said McCann cd Pete Jones.

“Consumers now can get great photographic technology at the retail market,” he said.