As I walked through the doors of the Digital Show at the Melbourne Convention and Exhibition Centre, my attention immediately shifted right as I was grabbed by the significantly large word “Nikon” on display in bold, black lettering that towered over two metres. It’s no surprise that the number one selling camera brand made such a huge investment to dominate this year’s Digital Show and not miss any foot traffic opportunities.

The Nikon stand was all about inspiring, engaging and informing its visitors by bringing the features of Nikon products to life, according to general manager of marketing and sales, James Murray.

“As the number one selling camera brand by units, we wanted to speak directly to the consumer by showcasing the whole Nikon ecosystem, including cameras and lenses,” Murray said.

“Each section of the stand focuses on a particular feature of our cameras, from speed and Wi-Fi capabilities for instant sharing on social media to the ability to shoot in low-light conditions with objects on display in a darkened room,” Murray added.

“The Show enables us to give consumers the opportunity to really get hands-on with our products outside the retail store environment.

Nikon also used the Show as a platform to grow its online community, My Nikon Life, by offering subscribers instant prizes, including gift vouchers up to the value of $100 to spend at the Show or online.

This story first appeared in Appliance Retailer