With banner ads and media buys on outdoor sites like Away.com and Backpack.com as well as the online outlets of Wired and SI, Deutsch VP/Group Creative Director Diana Hong emphasizes the importance of the Web component. "Online is where these consumers are researching, purchasing, sharing photos, etc. The Web is the pre-shopping destination for this category. So it's important for Olympus to have a strong online presence to get them top of mind. With the website, we really took the idea of a "virtual tour" to the next level. The sitelet takes consumers through three very unique adventures and lets them test drive the cameras in a way that makes them part of the action, while delivering each camera's key features. And it's quite fun!"