Olympus – 250,000 Australians snap up Waterproof, Shockproof, compact digital cameras

Three years since its introduction to market, Olympus Imaging Australia has sold its quarter of a millionth Mju Tough camera into the Australian marketplace. This latest announcement reaffirms Olympus’ consistent commitment to delivering state-of-the-art technology that offers Australians a compelling reason to buy a new camera, head outdoors and shoot.

The first-ever digital camera of its kind, the Mju Tough, heralded a new era of digital photography when it hit Australian shores in March 2006. Incorporating world-first waterproof and shockproof capabilities which have become its trademark, the Tough series has captivated Australians, with hundreds of thousands of photographers capturing moments outdoors like never before.

Continuing in the tradition of its predecessors, the latest additions to the Tough series include the new Mju Tough 8000 and Mju Tough 6000. As the ninth and tenth Mju Tough models to hit the Australian market, these take-anywhere cameras built to withstand constant everyday punishment, take outdoor photography to a new level.

The Mju Tough 8000 is the top-of-the-line camera and is as tough as they come. Waterproof to a depth of 10 metres, shockproof to two metres and crushproof to 100kg, the Mju Tough 8000 also incorporates a shockproof-compatible Dual Shakeproof CCD-shift image stabilisation function, ideal for those active moments where the photographer has an unsteady hand.

The Mju Tough 6000 boasts waterproof, shockproof, and snowproof features and can withstand depths of up to three metres, endure a fall from as high as 1.5 metres, resist dust, sand, and dirt as well as temperatures as low as -10°C. Combined with the high-sensitivity shooting inherited from the Tough 1030SW to create the Dual Shakeproof CCD-shift image stabilisation function, users no longer have to worry about camera shake, even in difficult outdoor conditions or underwater.

Lisa Forrest, Marketing Manager, Olympus Imaging Australia commented: “This important milestone reaffirms Olympus’ position as one of the industry’s leading innovators. Our cameras are designed and built by people who are passionate about photography and always have consumers’ needs top-of-mind. With a quarter of a million Australians owning an Olympus Tough camera within three years, it’s clear that we’re onto a winner.  It is this design philosophy that allows us to continuously deliver pioneering technologies that enable Australians to explore their world and capture memories, even in the toughest of conditions.

Forrest continued: “We receive phone calls from valued customers almost weekly with a new story to tell about the amazing capabilities of their beloved Tough camera – the camera that survived being buried in the snow for a week or the camera that was found at the bottom of Shelley Beach covered in barnacles. Both cameras still work!”

The two new Mju Tough models are due to hit retail stores on March 2, 2009.

About Olympus
Olympus Imaging Australia Pty Ltd is a subsidiary of Olympus Corporation, headquartered in Japan. Olympus Imaging Australia is responsible for the marketing and distribution of Olympus consumer products in Australia and through Olympus agents and dealers in New Zealand, Papua New Guinea, Tahiti and the South Pacific region.

Olympus Imaging Australia encompasses a broad range of imaging products from digital and film cameras designed for photographers of all levels. Our mission is to deliver innovative products that fit into everyday lifestyles, enabling customers to explore their world. www.olympus.com.au.

Comments from our readers