People interact with things that interest them. That’s the idea behind a vertical marketing campaign for Olympus camera. People are passionate about niche photography like birding, wildlife, portraiture and landscape. There’s something about capturing specific types of subjects that captures the imagination. We created “how to” brochures and microsites centered around acclaimed pro photographers who provide tips and techniques. A digital and print campaign drives traffic to the microsites while the brochures are distributed in North American camera stores.