New Nikon advertisement campaign: “Love Letters from the N Line”

Update: here are two pictures of the new Nikon advertising campaign in NYC (thanks Spy Black):

Nikon Inc. Proclaims Its Love For New York City Through New Love Letters Campaign

Kicking off with “Love Letters from the N Line,” Nikon’s Newest Campaign Celebrates the Things We Love About New York City Through Amazing Images and Invites Others to Share the Love Using #NikonLoveNY

NEW YORK, NY – Today, Nikon Inc. unveiled its new “Love Letters” campaign which features open letters to the residents of New York City, highlighting some of the reasons why we love New York and inspiring people to share their love for the city that never sleeps. Evoking the traditional concept of the love letter but on a grander scale, the campaign will feature a variety of stunning images and curated love notes that highlight the city’s diversity, showcase its exhilarating energy and celebrate the sights and sounds that are distinctly New York City. The campaign creative includes vibrant images, taken with Nikon cameras, that truly capture the city and those that call it home in incredible image quality, vivid colors and stunning detail that Nikon cameras and NIKKOR lenses are known for. Nikon’s “Love Letters” will also encourage New Yorkers to share their own beautiful images and affection for their city through social media, using #NikonLoveNY. Participants’ images dedicated website:

“Whether it’s a secret spot for the best slice, the way the dusk light hits an iconic landmark or a favorite park bench with the perfect view, the things we love most about our cities deserve to be captured with a quality that reflects the pride and personal connection we have to these places,” said Lisa Baxt, Associate General Manager of Communications, Nikon Inc. “Through these Love Letters we hope to encourage consumers to pick up a camera and share the love they have for their city through stunning imagery. We are excited to kick off the campaign in New York, and see New Yorkers’ perspectives of all of the extraordinary things that make the city they love so special.”

Launching this Spring, the campaign will feature Nikon’s love letters at some of the most notable places along the N Line through billboards, posters and other out of home displays. Images layered with short love letters will be revealed in key locations in and around the transit line throughout the city, including Times Square, Atlantic Avenue in Brooklyn and Astoria, Queens, offering commuters visually dynamic messages as captured by Nikon cameras and NIKKOR lenses.

Consumers and campaign participants will also have an opportunity to see the campaign come to life across digital media and mobile platforms. As New York is waking up from the cold, dark winter months, it is a perfect time to get out and capture the vibrant nature of the city. Over the next two months, Nikon will encourage New Yorkers to capture what they love most about the Big Apple and share their personal love letters with the world, tagging #NikonLoveNY.

Travelling through three boroughs, New York City’s beloved “N Line” is the ideal canvas to showcase what makes New York City so exceptional. The line carries more than nine million passengers each month and runs through a diverse and rich cultural and architectural landscape stretching over a 45-station path and running through four of the 10 busiest subway stations in New York City, including stops at Times Square, Union Square, Atlantic Avenue and Coney Island. Already clad in Nikon’s recognizable yellow and black, the N Line will serve as a conduit for Nikon’s “Love Letters” campaign, which provides a picture of New York that’s not often told, featuring some of the intimate details that make living in New York so personal and special.

This campaign builds upon the company’s “Show Your Love Some Love” campaign, launched in March 2016, which empowered passionate people to create better memories with images that do their “loves” justice. The “Love Letters” campaign was created and executed by Nikon’s agency partners, Cramer-Krasselt and MWWPR.

To see all of Nikon’s Love Letters and notes from other New Yorkers, please be sure to visit throughout the campaign. For more information about Nikon as well as their latest Nikon products, please visit

Nikon 100 Year Anniversary

Since the company was established in 1917, Nikon has cultivated its status as a pioneer of optical technologies around the world. Guided by a corporate philosophy of “Trustworthiness and Creativity,” Nikon provides a wide range of products and services globally by harnessing advanced opto-electronics and precision technologies. Nikon is proud to celebrate our 100th anniversary in 2017.

This entry was posted in Other Nikon stuff and tagged , , . Bookmark the permalink. Trackbacks are closed, but you can post a comment.
  • sickheadache

    No Nikon..Release some Cameras….let’s get back on track please.

    • ZoetMB

      The marketing department in the U.S. has nothing to do with the development of new cameras. One thing has nothing to do with the other. Do you want Nikon not to release new product AND not to market? That would make things worse, not better.

      • Semaphore

        Some people here just have a reflexive need to bash Nikon in every post, no matter how nonsensical it is.

        • Envision Images

          Wanting some develments in the product line is not nikon bashing….

        • Spy Black
          • Thanks, can I add this picture to my post?

            • Spy Black

              Go ahead brother.

            • Thanks man!

            • Spy Black

              BTW, there’s 3 images there, not 2. 😉

            • Lol, the first two look like one picture 🙂

          • Allan

            This is going to sell cameras and lenses? Are they planning on releasing items to appeal to the masses? I thought they said they weren’t going to do that.

            • Allan

              I’m getting a sick headache. 🙂

      • Olivi_cpu

        “One thing has nothing to do with the other” – how is that even possible – do PR department gets money from “air”? do you think that moste price increases has something to do with useless departments that live in old glory days (when consumers were buying cameras when you tunned PR the right way)? things will make worse – another price increase for PRO line and another failed tires in consumer line… but guess what – when you work in PR deparment with all your overpaid friend colleagues – you better pich for that mainstream consumer market again – because there you could keep spending hundreds of millions and getting nice bonoses for that “hard work”… and if it fails – well financial department will have to raise PRo line again, but that would not be PR departments move or fault – because – you guessed it – “One thing has nothing to do with the other.”

      • Curt Godfrey

        I think you may have summed it up nicely with the first part of your sentence: The marketing department in the U.S. has nothing to do…

      • Thom Hogan

        Actually, the advertising agency that Nikon uses DOES have something to do with new cameras. Big new campaigns like this generally don’t happen without a product release they’re supporting. We saw something similar before with the last big campaign, which was going to link to the D500/SnapBridge, but then didn’t really happen as planned because SnapBridge wasn’t ready.

        • ZoetMB

          The posts on this matter, which crop up from time to time, imply that if Nikon does some marketing (and I’m no fan of much of Nikon’s marketing or lack of it), that that somehow is getting in the way of developing and releasing new cameras and lenses, as if the engineers are sitting there writing marketing copy instead of designing new products. IMO, it reflects a complete lack of understanding of how businesses work.

          Furthermore (and while I have been a persistent critic of Nikon), Nikon is damned if they do and damned if they don’t. If they don’t market, people complain. If they do market, people complain that the resources should have been used to release a D820 or D760 or whatever.
          While I like the idea of this campaign, (especially if Nikon did parallel campaigns in every city), I think it’s almost useless if it only exists on a Nikon website without supporting marketing directing people there. There are some nice images and IMO, the thrust of the campaign should have been based around the quality that a DSLR provides as compared to the smartphone photos that most people take. (Even if the reality is that the best of those photos has more to do with the photographer’s eye than the equipment they were using.) It has to be about, “you would be a cooler person if you took images like this and you can only get images like this with a Nikon DSLR.” Otherwise, it’s just reinforcement to the existing Nikon base.

          And maybe it should have been tied to a contest where one wins a trip to that city along with some Nikon equipment.

          And if a big campaign like this usually happens with a product release, where’s the product release? This doesn’t look like a teaser campaign. I’d love to be wrong and I really hope I am because I’d like to see something new and exciting from Nikon, but I bet there’s no major product release in the short term.

          • Thom Hogan

            It’s a future campaign starting later this spring. My guess is that it will be coincident with some product releases.

          • doge

            Nikon announced the D810 in June of 2014. Could mean this new announcement will be in June and will be the D810 replacement.

            This could also be for an April announcement. The previous recent April cameras are the J5, D3200 and D7000.

      • Max Dallas

        Forums are no place for reasonable commentary. I’m shaking my fists in anger at Nikon

    • Someone

      oh please stop this sort of moaning!

      Some cameras, really!! D5 and D500 came out just a year ago, D3400 and D5600 are out.

      Let me guess, you’re waiting for either the D810, D750 or D7200 replacement, I’m sure they’re coming out soon!

      • sickheadache

        IS someone out there? Nikon? Someone?

      • Sure. D500 came out after a wait of 8 years. We can definitely wait for D810 replacement.

      • Envision Images

        The 3400 and 5600 are just rehashes of existing cameras nothing really new. The others took years to happen. In the tec world a year is a very long time, and at the rate nikon are going people will have moved on before something new happens. Or at best they eill have lost a march on the opposition who are inovating and bringing out nee product.

  • Semaphore

    I’ve long wished Nikon gets a better marketing campaign (or department) than the somewhat cringe worthy “I AM … ” line. Not sure this is much of an improvement, though.

    • It might be cringeworthy, but it has had an effect. It is easily memorable and you link the “I Am” statement with Nikon.

      • Spy Black

        I preferred “We take the world’s greatest pictures”. Of they’re not the only ones anymore doing that. It was great when they were the world’s greatest camera company if course.

    • Markus

      To me, the whole I AM campaign was a masterpiece. They did it with Jung von Matt. I think they have to follow that line.

  • Just follow the yellow line!

    • Stefan Hundhammer

      I know that Nikon is not to blame for that, but that reminds me of that “just follow the yellow line” in the Erlangen university clinic – part of which is in the U-shaped old castle. Whenever you ask anybody for directions, they will tell you “just follow the (dotted) yellow line” – which takes you along all kinds of things like the dispensary, the soda machine, the ATM, the X-ray room and whatnot. Of course that was the “scenic” route that took the longest possible way…

      Not sure if I would connect that with positive experiences of any kind. 😉

  • Julian

    Maybe this is for a new N-Mount lens 😉

  • chubbyshady

    if there would be less deparments writing public Love letters (aka – spending millions of PR budget) – maybe DL line could costs sub 800$ (less expenses – less price – I do not know where I am getting this from) and there fore DL actually culd hit the market and be competitive… but yea, that is just me – other people better read PR nonsense like this than shoot with a camera. and Nikon too – does not think like me – it better spend millions, and then add those to price, than actually sell a product.

    • Semaphore

      The idea that you can scrap marketing to reduce prices is just such a ridiculous nonsense. Marketing is a huge part of how you sell a product.

      And whatever reason Nikon had for cancelling the DL line, “millions of PR budget” obviously had nothing to do with it.

      • hairyview

        from your logic –
        1) expenses, costs does not affect product price.
        2) price (because of high cost) was not the reason DL line is where it is now.

        • Semaphore

          1. Businesses have unavoidable overhead expenses. If you cut marketing, you won’t sell many products, then you’d have to raise prices to maintain a viable profit.

          Nikon’s marketing department exists regardless of whether they bring the DL line to market. When you spread a whole department’s budget over your entire product lineup the contribution to the cost of individual products is hardly an important factor.

          2. Nikon already spent the money and effort advertising the DLs. Those are sunk costs. Not selling the DLs at all doesn’t reduce those expenses. So no, the marketing budget is obviously not the reason the DLs were cancelled.

          It’s absurd nonsense to think otherwise.

          • Mike A

            It’s not Absurd Nonsense

            If a company has X dollars to spend as a whole – they make active decisions allocating money between Marketing and R&D. The formula for total spending is based on top line revenue forecast. This is business modeling 101.

            BTW – Headcount usually makes up 70%-80%+ of a company’s spending. Therefore, very little is “Fixed” overhead. Again, corporate finance 101…

            For me it’s very simple; my vote is cut marketing and keep or increase R&D.

        • Allen_Wentz

          IMO this whole thread mischaracterizes what “marketing” is – – and that may be exactly Nikon’s Achilles heel. Marketing is not simply one-way advertising/distribution.

          Although Marketing and R&D often do show as different line items on a budget, reality is that they properly are intertwined, because marketing/research/development info MUST go both ways. E.g. a widget manufacturer needs to know size and shape of widgets that work for the intended widget buyers and that widget buyers want, need and are able to buy.

          So marketing researches widget consumers and finds consumers like a notch at point A, then engineering researchers evaluate if such a notch can be put at point A and at what cost. Then marketing researches consumers to determine if that cost works, and how and at what cost marketing can communicate info about the proposed new notch at point A to consumers. Repeated ad nauseam.

          It is properly a big ongoing R&D&Marketing loop. And obviously far more complex than my little example. But the main thing is that it is not a one-way process it is a loop.

  • Personally I liked- and still do like – the “I Am…” campaign. Maybe it’s because I’m from Germany and thus not a native English speaker, making things sound different to my ears. Also Nikon’s campaign was somewhat present on TV and in the printed media. Interestingly I never did recognize an advert from Canon. Maybe it was fanboy bias. 😉

  • animalsbybarry

    New ad campaign = new cameras coming

  • Stefan Hundhammer

    I find it sad that the ONLY news coming from our favourite camera company are rumours about ad campaigns.

    Will Nikon survive their 100 year anniversary? One year ago, I would not have asked myself that question. Now after all that news about layoffs and restructuring and canceling that promising DL line I am not so sure anymore.

    This is sad.

  • EarlFargis

    Here’s to celebrating the 10 cameras that New York campaign will sell. Hopefully, they aren’t all used off of eBay.

  • Laud Farter

    I take the N train–pungently foul smelling homeless, scummy panhandlers, obnoxious street performers. Add the potheads that reek of pot. N train stories–should be interesting.

    • manattan

      Other than the “S” shuttle, all the NYC lines have those problems.

  • Viktor

    So its only about NY?@! Did I get it right? So they are interested about New Yorkers and do not care about others? :O That is their message to the world? Oh, no…….

    • Thom Hogan

      It does seem odd in that respect. And as someone else pointed out, the N train isn’t exactly a high-end experience.

      So one has to wonder whether this is a regional, cheaper version of the old Show Your Love campaign to try something out, or whether it’s just the first of what will eventually be a more expanded campaign.

      • Brubabs

        If this is a first campaign that eventually will be expanded, they should not have gone about it at the city level. They can’t possibly send love letters to every city in the world, can they? That would be a huge marketing effort. They could have sent love letters to the US, to the UK, to Europe, etc. I dunno, maybe I am supposed to feel loved because New York City is loved, even though I am 1500 miles away in fly-over land. Or feel better loved when they start loving a city that is only 600 miles away. Bottom line, I’m not really offended, I just don’t think it an effective marketing campaign.

        • Thom Hogan

          Really don’t know at this point. We’ll just have to see how it rolls. But given that Nikon keeps cutting budgets, doing a broad-based campaign may be out of the question at the moment. Given that NYC is one of the biggest tourist locations in the US and the biggest market for cameras…

  • doge

    I was hoping that would end with Nikon announcing a new customer service center in NY because they love it so much.

    • Thom Hogan

      Oh, snap.

      But deserved… ;~)

    • ZoetMB

      You know back in the day, Nikon did have a showroom in New York called “Nikon House”. You couldn’t buy anything there – it was just for information and photography exhibitions and talks and I don’t think it was a repair depot either, but in its day, it was brilliant marketing and you could get demos of the full line of products and accessories. As I remember it, it was a very lush and high-end atmosphere. Very classy. Far more like a quiet museum or gallery than a retail environment.

      It moved around quite a bit over the years and I might not have all the locations, but I believe the first one opened in 1970 and was located at 437 Madison (49th St). Around 1977 it moved to 620 Fifth (51st St.) and at some point it was at 405 Lex (42nd St.). I believe the last one closed in the mid-90’s.

      There were a number of places like this around the city. When I was a kid (in the 1960’s), RCA had a demonstration showroom in Rockefeller Center. I used to hang out there and marvel at color TV and RCA’s early 1/4″ audiocassette system, which pre-dated the Philips Norelco cassette. Acoustic Research, the speaker manufacturer, had a demonstration showroom in Grand Central Terminal at the top of the staircase where the Michael Jordan restaurant now resides. I loved those places.

      • doge

        Back when people cared about quality instead of just lowest price.

  • Tom Bruno

    Gray market warning: I clicked on the Nikon USA link above, and didn’t see mention of love letters, but straight off saw a warning to avoid gray market sales. Part of the warning was, “Not eligible for Nikon USA repair service, even if you want to pay for it.”
    So, that much hasn’t changed. I’ll skip my love letter for today.

  • waterengineer

    So this is Nikon USA’s new ad campaign? It only alienates about 94-percent of the USA’s population.

  • Reilly Diefenbach

    Couldn’t pay me enough to live in New York again.

    • Allen_Wentz

      Couldn’t pay me enough to live in New York again either.

  • peter w

    New York city? The N-line? What is that? A local initiative? Will they bring love to Paris, Seoel, Berlin, Zürich, Athens, Accra? How would people feel in Barcelona, Buenos Aires and Jakarta about love?
    Well, a start should be made somewhere, probably.

  • Horshack

    In other news, the New York Transportation Authority has canceled the roll-out out of its new, highly-anticipated smaller subway line, citing development costs.

    • RC Jenkins

      Instead, they are rolling out hot air balloons that offer full 360-degree panoramic views during the commute.

      • Allen_Wentz

        Not a bad idea. Balloons do not flood as sea levels rise.

  • Lubos

    Love NY campaign? From bad to worst.

  • Senor Magnifico

    I AM waiting for new Nikon camera… D820 or similar.

  • RC Jenkins

    Given Nikon’s often ‘late to the party’ style recently, I believe I have tracked down the soundtrack they plan on using for this new campaign.

  • yepits me

    Desperate people do Desperate things..

  • Chewbacca

    In a time when the planet is more interconnected than ever I’m afraid this just isn’t universal enough in my opinion.
    Think of a catch phrases like “Kodak Moments”
    This New York thing seems like it should be a personal project of sorts. It just doesn’t seem like a unifying campaign to boost your image.
    Further more, the process to share all of this seems rather slow. This may work as an instagram level and might be a cool project but then again, I think this is the problem with camera companies. They just don’t get the instantaneous nature of our world yet.

  • Fly Moon

    Have you been to the N trains? They are aging and behind compared to other subway/metros around the world. The irony!

  • Mike A

    Budgeting 101:

    Companies allocate money to departments/functions as a % of the top line revenue forecast. They make active decisions allocating money between Marketing and R&D.

    Headcount usually makes up 70%-80%+ of a company’s spending. Therefore very little is “Fixed” overhead.

    For those saying Marketing spending has nothing to do with R&D nor product development, those statements are misguided.

  • Marc W.

    I can’t wait until they release N bodies. Start with the N80.. oh.

  • Ric of The LBC

    I AM not impressed.

  • Kriss_De_Valnor

    Any chance for full frame mirrorless camera from Nikon?

  • Tom Taubert

    I wondering if it is wise to entangle a camera company with (social) justice movements. Activists may quickly turn on Nikon for perceived editorial bias.

    There doesn’t seem much love for the homeless or downtrodden.

    “…curated love notes that highlight the city’s diversity, showcase its
    exhilarating energy and celebrate the sights and sounds that are
    distinctly New York City. …This campaign builds upon the company’s “Show Your Love Some Love”
    campaign, launched in March 2016, which empowered passionate people to create better memories with images that do their “loves” justice.”

    Sony could use the A Train

  • Russell Ferris

    More marketing equals more market share?

  • Envision Images

    I like nikon cameras, yet after 3 years of waiting for a real replacement for my d600s all I see from nikon is smoke and mirrors. It is not Nikon bashing to expect some actual products rather than telling us how great they are.
    Only the blind and rather stupid fan boy would be happy with this situation… give us some improved cameras rather than marketing hype or cobbled together rehashes with the samd old tec.
    The D500 was a real piece of inivation, yet nothing for fx other than the mortgage breaking d5 in YEARS keep this up and my next camera may not be a nikon.

    • Captain Megaton

      You are sitting around looking for a replacement for your D600?

      Dude, a) it doesn’t need replacing and b) the D750 is an excellent upgrade.

      • Envision Images

        The d750 is a great camera, but there is little between yhe models.
        But any company in the tec world that isn’t developing and improving the tec it provides yo its customers will sooner or later find itself obsolete
        The same is true when shooting professionally I need to keep an edge. Be it training and drveloping my skills or getting ever more versatile kit.
        The d5 is well outside my price point, I also like light cameras and the d600 is the lightest nikon fx camera, a mirrorless fx or a d6xx with more dynamic range are things i am looking for. Not after much

        • Ryan Harkin

          “the d600 is the lightest nikon fx camera”
          From the specs on DPReview’s camera comparison, it looks like the D750 and Df are both smaller and lighter than the D600.
          I also think the D750 is an excellent step up from a D600, but I guess you have other requirements that aren’t satisfied with that model.

          • Envision Images

            That isn’t strictly true, they are almost on a par, so before you quote absolutes I would recomend you a bit of research.
            As an example low light is better on the d600 but there is s better spread of focusing points on the d750. Dd600 is lighter the d750 has a useful articulated back for macro and overhead crowd work.
            Both are old compared to the d500 which has great a great shutter and sensor.
            My cameras have both had 100k shots threw eac, and are feeling a little tired. But suggesting replacing them with a 3 year old camera is daft.
            A new fx like the d500 from nikon is needed. Fuji could be a valid option if they keep improving the way they are and nikon put out nothing new after this wedding season

            • Ryan Harkin

              Sorry if I seem to have offended you, but I was merely responding to you saying the D600 was the lightest Nikon FX DSLR.

              I own a Df and my brother owns a D600. I was sure my Df was smaller and lighter than my brother’s D600, so I did a bit of research and the figures I saw on DPReview:


              DPReview shows that including batteries, their weights in ascending order are:

              D750 – 750g
              Df – 760g
              D600 – 850g
              D500 – 860g

              As for dimensions, it also tells me:

              Df – 144 x 110 x 67 mm
              D750 – 141 x 113 x 78 mm
              D600 – 141 x 113 x 82 mm
              D500 – 147 x 115 x 81 mm

              Whilst the Df is 3mm larger in the first metric than the D600 and D750, it’s smaller in the other two, so I list it above as the smallest.

              Are those the absolutes you’re recommending I research?

              Personally, I think still think the D750 is an excellent step up from the D600, but as I said and you confirmed, you have other requirements that aren’t satisfied by it. So it’s not the camera for you. I didn’t say it was. That’s fine, right?

              I’m sure an FX version of the D500 would be a splendid camera and one I’d consider buying too, especially if they can up-scale the focus area coverage so it covers a large portion of the FX frame like the D500 does in DX.

            • RC Jenkins

              I believe you’re confusing ‘low ISO’ for ‘low light / high ISO.’ The D750 is actually slightly better in low light than the D600. It’s also slightly lighter than the D600.

              Also has better autofocusing (much better autofocusing), buffer, video, ergonomics, and image processing (an entire generation newer), just to name a few.

              They already have an FX version of the D500. It’s called the D5. Neither of these is a replacement for the D610. They’re built around the idea of fast, continuous, low-light shooting as a trade off for compromised low-ISO (which is where the D610 shines).

              There’s nothing wrong with suggesting a D750 as a replacement for the D610. It’s still very capable today, still outperforms some of the newest cameras out there, and is also cheaper today than it was.

              What features & price point do you want to see in a D610 upgrade? Better autofocusing? Low light? Buffer? Video? Ergonomics? Image Processing? This camera already exists. It’s called the D750.

    • Allen_Wentz

      The upgrade from the D6xx is any D7xx in FX or D500 in DX. Personally I think the D6xx should just EOL and disappear.

      • Captain Megaton

        The D610 is functionally discontinued in the sense that Nikon makes no effort to try and sell you one, unlike the D750 or D810. It will only make sense* for Nikon to release some sort of replacement once the D750 itself is retired, so for now the D610 struggles on, unloved.

        *its a curiosity of the Goldilocks triplet, if you make a really good middle model, any new low end model introduced later is stuck competing with the now discounted existing middle model. The only option is to wait it out until the middle model is replaced with a better one.

  • Brubabs

    I don’t get it. If I don’t live in New York City and haven’t visited there for many years, should I be indifferent to this advertising campaign? Or feel slighted?

    • RC Jenkins

      Why would you feel even remotely slighted? Because Nikon is (non-exclusively) marketing to people other than you?

  • Peter Langlois

    Would be nice to see Nikon House again in NYC.

  • Thom Hogan

    In Japan, headcount is generally more a fixed cost because you can’t just fire folk easily as demand changes. Moreover, Nikon’s headcount is not particularly heavily manufacturing-based.

    But this insistence that you can just up R&D expenses and decrease marketing expenses to balance the budget seems as if it coming from some sort of Trumpian source. That’s not exactly how it works in real life. For every action there is a reaction. For example, Nikon has already cut back on spiffs and rep visits to stores, and that has had a direct impact on sales.

    Now don’t get me wrong. In every business I’ve run, whether tech or publication or other, I always start my premises from strong investment in content. In the case of Nikon, that would be in the creation of great photographic gear. If you don’t have the goods, then you end up having to spend MORE on marketing and you’re eventually found out to have no clothes, that it was all mostly a marketing sham, not a useful or good product.

    The problem for Nikon is existential. A few analysts and business folk I deal with all the time have already been discussing Nikon’s terrible “optics.” That’s optics as in “the aspects of an action, policy, or decision (as in politics or business) that relate to public perceptions.” Nikon is basically killing the good will they had in their user base. Their silence and opaqueness is now a real problem. Just making a very nice update to the D7200 and D810 isn’t going to fix that problem. Even launching something surprising, new, and useful won’t begin to change the perception problem Nikon now has anywhere fast enough.

    And that’s where you’d think that marketing would come in. Unfortunately, I don’t think Nikon’s recent marketing is doing anything at all to fix that, and at the moment I don’t see how Love Letters to NYC is going to change that. But I’m willing to wait and see what that campaign really is.

    Over the years, Nikon’s had a few surprising marketing successes. Back in the D40/60/80 era they had several really good campaigns that when described as upcoming in Ad Week seemed just as weird as Love Letters to NYC seems.

    But the notion that you can cut all marketing expenses and put that money elsewhere is just dead wrong. You’ll have a dead company most of the time if you try that.

    • Mike A

      Thom – I’m a Senior FD for a large tech company with very significant operations in Japan. I’m responsible for all Asia operations. As such, I’m confident my experience and knowledge is superior to yours and significantly more current.

      It’s very easy, especially in growth or cost cutting modes to make significant trajectory changes between different functions (especially when restructuring charges are involved).

      Just do a cursory review of Nikon’s Financials – it’s plain to see they’re managing spending to be inline with Revenue (Yes even a Japanese Corporation). I can go into much more technical terminology/great detail on the subject of which I have first hand experience (Asia/Japan Finance & Operations).

      Additionally, Are you going to tell me that Nikon hasn’t cut marketing & customer support drastically in the recent past?

      Changing mix spending/ratios, especially when linked to Senior Management Directives or to the Strategic Roadmap/Directives can and does happen all the time – yes even in Japan.

      • Thom Hogan

        I’m on record as writing many times that I believe that Nikon is obsessively micromanaging their financials to a few key figures. They are also now a shrinking business with no signs of staving off continued shrinkage. They’ll blame this on the market, yet there are players that are staying basically the same size in the declining market and there are others that are growing. You’re not going to do either of those things by cutting back your visibility and connection to customers.

        Has Nikon cut marketing? Yes. Over and over. To the point where here in the US even smaller players have more presence in front of their customer base than Nikon does. That simply is not a good thing.

        Moreover, I make the argument that its the lack of customer connection that has Nikon basically directionless at the moment. They simply don’t know what their customers’ problems really are let alone what would solve them, and that is true at every level from Coolpix to D5. Marketing—in particular good product marketing—is not a one-way street. It’s also the way that a company informs its R&D folk of what the customer is doing and what they want.

        I’d guess from your comments that your company is a lot like Nikon:
        paternalistic in its thinking towards customers (e.g. “we know what’s
        best”). Moreover, you’ve taken the same attitude towards me by asserting you’re superior in your understanding.

        • Allan

          As usual, very-well explained.

          You have to spend money to make money.

        • Eric Calabros

          I just purchased a smartphone few days ago that I consumed zero marketing content about it before I pull the trigger. What convinced me was only few online reviews. So even if that brand wouldn’t​ even spend​ a dollar on marketing, I would buy their product anyway.

          • Thom Hogan

            And you’re sure that those online reviews didn’t get review units from a marketing department? ;~)

            • Eric Calabros

              Yes, they are published several weeks after global shipment.

      • Allan

        “As such, I’m confident my experience and knowledge is superior to yours and significantly more current.”

        Confidence, experience, and knowledge can lead to wisdom, but not always.

  • Captain Megaton

    Df is lightest Nikon FX dSLR currently, and the D750 is ever-so-slightly smaller than the D600.

    If @envisionimages:disqus ‘research’ is telling him that there is not much difference between the D750 and D600, then he is very much mistaken. It is vastly improved in every possible respect except for image quality which was already superb.

  • Ric of The LBC

    Long live the Df!!!!

  • RC Jenkins

    I agree with most of this.

    But you (and others) should be aware that they cannot scale up the AF area on FX cameras with the current mount. This is a physical limitation in the angles involved due to how phase-detect autofocus requires light from opposite sides of the lens.

    DX autofocus can cover a larger relative area specifically because it’s a cropped area–but actual, absolute AF area limitations are the same between them–in, for example, the D500 & D5.

    This is also the reason that the outer autofocus points do not work (at all) for certain lenses, even on the D500. For example, only the center 3 columns work for any F/4 lenses; and only the single center point works for F/8 lenses.

    Just letting you know: don’t hold your breath waiting for wider AF points on an FX camera… 🙂

  • SLR

    Here’s a Love Letter for the N line. I road it at rush hour everyday for years going down to NYU. It was incredibly crowded, hot and smelled like old chicken and dirty laundry. It sucked. Gee, Nikon thanks for the walk down memory lane.

  • spend money wisely on cameras rather than stupid crap like this. thanks.

  • Kim Sørenssen

    We’ve had the F line of Nikons, then the D line and now for their 100 years anniversary they are launching the N line. This is how I interpret the campaign. Let’s wait and see.

  • Back to top