New Nikon KeyMission camera range launch.

Excitement needed. Buzz required.

Big news: For the first time camera giants, Nikon, have entered into the ‘action camera’ sector of the market with a range of cameras that have every possible angle covered – 360o lenses, waterproof, shockproof, mountable and wearable. Far superior to anything else around. But then, what else would we expect from Nikon?

Introducing the KeyMission range. Ground-breaking cameras. And important news for the photography press, trade and retailers. But how could we launch the range and reflect Nikon’s ambition? Where would we find a venue that enabled us to focus on their technical expertise?


Inspirational venue crucial.

Innovative communication essential.

There’s no doubting this was a very special camera launch. Exclusive. Premium. And select.

The evening had to attract the attention of a relatively new audience for Nikon – the specialist active press; not just the more familiar faces associated with imaging publications. There was a need to impress. In more ways than one.

The KeyMission launch would be the first of a number of events Nikon had planned for the year. So with one eye on the bigger picture, we set about finding the right venue. Innovation? Technology? There could only be one contender. The Science Museum, London – a location synonymous with originality and inventiveness.

Our mission began well before the launch event.

Before any new shutters were triggered, we developed an immersive invitation that demonstrated the capabilities of Nikon’s top-of-the-range KeyMission 360 camera. Our Google Card 360o VR experience invited 150 carefully selected press, trade and retail guests from all over Europe to an exclusive preview; and the chance to be one of the first to experience Nikon’s groundbreaking new cameras at The Science Museum.


Inspired attendees – check. Favourable reviews – check.

Happy client – (double) check.

Key to a successful Mission was our ability to host an immersive and engaging launch while placing the product features at the heart of the experience. Our creative execution involved linking the cameras benefits to existing exhibits in The Science Museum – intrinsically associating them with scientific and inventive firsts throughout history.

“From start to finish George P. Johnson were exceptional at meeting our requirements for our product launch event”.

We focused on every detail and succeeded in creating an immersive experience on a limited budget; delivering brand engagement at all touchpoints. The iconic Science Museum was transformed into a Nikon brand experience with product USP’s highlighted by eye-catching ice sculptures.

Large screen reveals, insightful speeches and a night of entertainment all added to an event that captured the evolutionary story of Nikon’s new KeyMission cameras perfectly. Our mission had been a success. And now we are already busy focusing on the next one.

“We received excellent feedback, with guests blown away by the choice of venue. GPJ are truly experts in their field and we would highly recommend them to anyone looking to pull together an occasion to remember.”

Nina Fairfowl, Nikon Press Officer