Ilford global launch

Stealing a page from photo rival Kodak, Ilford Anitec will initiate its first global product launch and marketing campaign next month.Ilford, which makes products exclusively for black-and-white photography, has its headquarters in the u.k., but is owned by International Paper of...

Stealing a page from photo rival Kodak, Ilford Anitec will initiate its first global product launch and marketing campaign next month.

Ilford, which makes products exclusively for black-and-white photography, has its headquarters in the u.k., but is owned by International Paper of the u.s.

The product is a new multigrade photographic paper called Multigrade IV.

Ilford has already begun shipments in Canada, the u.s. and several other countries around the world.

The global ad campaign, scheduled to kick off Sept. 1, features a black-and-white photo of a pensive-looking Pablo Picasso together with the tag line, ‘The first paper to think like a printer.’

Multigrade photographic papers, which have been in existence since the 1940s, are variable contrast papers that eliminate the need for users to stock a range of graded contrast papers to meet different photo development needs.

The market consists primarily of commercial black-and-white photo development labs, photo students, fine arts students, artists and amateur photographers.

Joseph Muscat, marketing manager, photographic systems division, says Multigrade IV represents a technological breakthrough for multigrade papers, adding it has a wider overall contrast range, and produces more detail in highlight areas, than any competing paper on the market.

Other firms that make multigrade photographic papers include Kodak and agfa.

Ginny McWood Disimino, a marketing assistant at Ilford, says the ad campaign for Multigrade IV will comprise ads in photo trade and photo specialty magazines, direct mail and product give-away to school instructors and in-store point-of purchase materials. PA