FUJIFILM Australia launches Lens of Australia, turning travel content into bookable tourism experiences via We Are Different

FUJIFILM Australia is shifting its FUJINON lens marketing focus from technical specifications to destination storytelling, launching a creator-led platform that demonstrates product capability through real-world travel experiences, developed with earned-first creative agency We Are Different.

Lens of Australia sees the iconic camera and lens brand partner with Destination NSW, the South Australian Tourism Commission and Tourism and Events Northern Territory to immerse leading photographers and creators in some of Australia’s most breathtaking destinations – turning each expedition into a real-world demonstration of the FUJINON lens range and community-driven experience travellers will ultimately be able to book for themselves.

Content from each Lens of Australia expedition rolls out across creator, FUJIFILM social and tourism partner channels, inspiring Australians to discover the country’s most remarkable destinations while showcasing the capabilities of the FUJINON lens range in the real world.

FUJIFILM will then invite its 100,000-strong #greenblooded community to help shape the platform’s next chapter by voting for the creator expeditions they most want to experience themselves. The winning journeys will then be transformed into bookable consumer experiences.

Says Leanne Hughes, Head of Marketing, Electronic Imaging & Optical Devices Division at FUJIFILM Australia: “Photographers don’t fall in love with a lens by reading a specification sheet, but when they’re out exploring, experimenting and creating. That’s the feeling we wanted Lens of Australia to capture.

“The FUJINON range has been designed to support photographers at every stage of their creative journey, and this platform brings those capabilities to life in some of Australia’s most extraordinary landscapes. By encouraging photographers to get out and create, we’re not only showcasing the versatility of our lenses, but helping inspire the next generation of stories they’ll tell.”

Says Stuart Terry, Founder and Director at We Are Different: “People increasingly use creator content to help them decide where to go, what to experience, and of course, what to buy. We wanted to bring those behaviours together in a way that creates value for everyone involved.

“Rather than interrupting people in their feeds with another product campaign, Lens of Australia uses destinations as the stage for the FUJINON range in action. It’s a platform where tourism partners gain inspiring content, creators gain unforgettable experiences, photographers discover what’s possible with different lenses, and eventually Australians will be able to experience those journeys for themselves with their very own FUJINON lens.”

Lens of Australia represents a new approach to product marketing – one where destinations become media, creators become educators, and product demonstrations become experiences people actively choose to engage with. By aligning the interests of creators, tourism partners and consumers, the platform shows how brands can create longer-lasting marketing ecosystems, not just one-off campaigns.

Phase one of the creator-led campaign is live, with new creator expeditions, community voting and bookable experiences set to roll out in the coming months.

FUJIFILM Australia team
Leanne Hughes, Head of Marketing
Dimi Tassopoulos, Marketing Manager and Campaign Lead
Jonathan Bass, Brand Manager and Activation Lead

We Are Different
Stuart Terry, Founder and Director
Zoe Finlayson, Head of Earned
Cal Guyll, Head of Social
Siobhan Veddovi-McCaughan, Group Performance Director
Georgia Eather, Senior Performance Manager
Sivapriya Ganti, Senior Performance Executive

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