[bbfan1991]

Camera manufacturer Nikon has signed a five-month deal to sponsor teen soap Hollyoaks.

The new contract takes effect from tomorrow and will see the company's branding accompanying the serial's transmissions on Channel 4, E4 and video-on-demand.

Nikon's new Coolpix S3000 camera is to be the focus of the campaign, which aims to raise awareness of the product's key features among the programme's young target audience.

Nikon's group marketing manager Jeremy Gilbert told Marketing Magazine: "Hollyoaks provides the perfect demographic to which we are able to communicate the strengths of the Coolpix S3000 camera. We are excited to be engaging with this new audience and look forward to seeing how viewers respond to the campaign."

He added: "The sponsorship is an ideal platform on which to communicate Nikon's new pan-European marketing campaign, 'I am Nikon', in that we are able to visually demonstrate the emotional side of photography and how it fits into your lifestyle."

Hollyoaks was previously sponsored by chewing gum brand Wrigley's Extra between 2005 and 2009.

Good news after not having one for a while.