Consumer Products Press Releases

11 March 2016
Sony announces 2016 Alpha Ambassadors and new PRO Support program for professional photographers
  • Six Alpha Ambassadors named for 2016
  • Exclusive benefits of the enhanced support program include expedited repair, free shipping, dedicated phone support, and two free cleans and maintenance checks per year

Sydney, 11 March 2016 - At the official opening of the inaugural Sony Art House exhibit last night, Sony Australia introduced its 2016 Alpha Ambassadors and announced the launch of the new Sony Imaging PRO Support program.

The Alpha Ambassadors for 2016, chosen for their enthusiasm for the brand and excellence in their respective fields of photography, are as follows:

  • Mark Galer
  • Ta-ku
  • Stefan Haworth
  • Craig Parry
  • Steve Axford
  • Gabe Hutcheon

“We’re privileged to have these amazing Australian photographers representing the Sony Alpha brand. The skill and creativity they continually demonstrate with their bodies of work are an inspiration to the community, and we look forward to seeing what they produce with our digital imaging products in the future,” said Tory Cefai, Product Manager – Interchangeable Lens Cameras at Sony Australia.

More information on the 2016 Alpha Ambassadors can be found at

Sony has been working closely with its 2016 Alpha Ambassadors and the broader professional photography community to better understand their needs and concerns, and one of the initiatives born out of those discussions is the new PRO Support program.

Targeted at the legion of pro photographers using Sony Alpha cameras in Australia, the program offers a premium level of servicing and support specifically designed for the professional community.

Vivek Handoo, Head of Digital Imaging, Sony Australia & New Zealand, said the launch of the program reflected a growing proportion of pro photographers using Sony Alpha as their camera system of choice.

“Professional photographers are a lot tougher on their equipment than regular users. With PRO Support, we are offering Sony Alpha users a more robust support system that gives them confidence they can count on Sony’s best-in-class digital imaging products for day-to-day business use.”

PRO Support offers the following benefits and privileges to members:

  • Dedicated phone line and email support manned by an Australia-based tech support team of digital imaging specialists;
  • Expedited, three-day turnaround on repairs for products within the warranty periodi;
  • Free shipping to and from the service centre;
  • 20% discount on parts and labour for out-of-warranty repairs;
  • Emergency loan equipmentii;
  • Two complimentary clean and maintenance checks (up to two products per service) each membership year;
  • Updates on new Sony Alpha products and promotions.

To qualify for PRO Support, members will need to be a photographer that earns the majority of their income from photography, as well as own the following equipment:

  1. Two Sony Alpha camera bodies, at least one of which is full frame; and
  2. Three Sony (G / G Master / ZEISS) lenses.

Professional photographers can register their interest for the PRO Support program at with the program slated to commence within the first half of 2016. Cost of the membership is AU$149 per year.

i Excluding delivery time

ii Applicable if the repair takes longer than three days or under special circumstances

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