Eastman Kodak Co., Rochester, N.Y., today outlined its consumer digital imaging strategy, which aims to market Kodak as the premier online photo community. The company plans to break a second-quarter campaign to highlight kodak.com's existing neighborhoods, such as PhotoQuilt and Picture Playground, and possibly introduce new communities under the kodak.com umbrella. The company hopes to present kodak.com, which already receives 3 million visitors a day and 420,000 unique visits per week, as a destination site. The second-quarter push, from Ogilvy & Mather, New York, also will include corporate branding. Chief Marketing Officer Carl Gustin said Kodak's overall marketing budget will increase and that spending on the second-quarter campaign will be in the low, double-digit millions. Kodak also plans to increase its use of non-traditional media in 2000 and make more segmented media buys, targeting specific demographic groups such as teens and tweens.
Copyright January 2000, Crain Communications Inc.