Lee Groeger - 11/17/2025
Summary
Longtime 3E PR client, Fujifilm, entered a new marketplace with the launch of GFX ETERNA 55, the company’s first digital camera dedicated to professional filmmaking. Following a nearly year-long phased rollout, realizing the significant potential success of this product required a huge, strategic media splash around the launch announcement, as well as sustained media coverage to keep momentum going beyond the sales embargo date.
Objectives
The objectives of the PR program were to:
- Secure film, photography, and technology-focused media coverage surrounding the launch.
- Ensure proper positioning of the camera in the marketplace.
- Garner attention for the launch film (short film made using the new camera to showcase its capabilities) and its filmmakers to generate ongoing media coverage.
Strategy
Working closely with the Fujifilm marketing team, 3E PR developed a public relations campaign that accomplished the following:
- Ensured all relevant members of the press were under NDA and kept abreast of all pertinent product details leading up to the launch date, safeguarding sensitive information while keeping key contacts sufficiently informed.
- Expanded outreach beyond traditional consumer and trade media to include “new media,” including podcasters and digital creators across social media platforms, who have direct influence in this space.
- Ensured all press communication and materials focused on key features including the camera’s large sensor, color science, inclusion of Fujifilm film sims, and the company’s legacy in film.
- Strategically matched interview requests with appropriate spokespeople to ensure Fujifilm maintained control over product messaging while the creative story was able to be told through the filmmakers’ experiences and perspectives.
- Secured opportunities for the launch film cinematographer to appear on targeted film industry podcasts post-launch to provide ongoing, in-depth insights into his authentic experience and opinions.
Results: The press coverage of the launch of FUJIFILM GFX ETERNA 55 has been largely positive, accurately positioning the camera as a practical, large-format solution for independent filmmakers that leverages Fujifilm’s renowned color science. Total earned media coverage secured in North American press outlets has reached nearly 1.7 billion unique individuals, to date.