A series of post cards to be sent out by the marketing department of Olympus to their key trade contacts and high-profile camera users. The post cards look normal at first glance, that is until you notice that the visual doesn't match the place listed on the front.

The obvious answer, when turning over the card, is the claim of the Olympus 10x optical ultrazoom.This is intended to get these influential figures within the digital camera market to think about and talk about the great range of Olympus Ultrazoom digital cameras. In the face of increasing competition the Olympus offering remains head and shoulders above the rest.

The cards are due to be sent out in late March 2005. Expectations for such a small scale direct campaign are high as the Olympus creative is always well received by the trade.

Positioning of the cameras in store and stock pre-orders are expected to improve in the absence of much mainstream support for this category.