The Photography Show

The Challenge

The team launched creative activities & initiatives around the show to encourage press & media to both feature & attend. ​

The PR campaign was designed to reach all target audiences through a variety of media channels such as print, online, broadcast, influencers etc. ​

They sought to capitalise on top notch exhibitors & world-renowned speakers to entice potential visitors to register. Alongside this was strong emphasis on diversity & inclusion, with implicit messaging that all genders, ages & levels are welcome at the show.​

A separate social media campaign focused on previous visitors as well as first-time attendees. Relevant exhibitors and influencers were identified and partnerships developed in order to deliver the ongoing programme of content.  

The Solution​

The PR campaign focused on key milestones in the run up to the show with news updates and show previews announcing: the launch of registration; the speaker programme going live and the introducing areas of the show.​

The PR team also interviewed key speakers – all global leaders in their field – and sold in these interviews to key media.​

To address diversity, the team launched a brand new competition inviting photography students to submit work celebrating a diverse society.​

The team managed the onsite Press Centre during the 3 days of the show arranging press interviews, writing press releases and gathering testimonials.​

Mini social media campaigns consisted of live Q&A’s with speakers at the show, influencer ticket giveaways, discount codes and competitions with exhibiting brands inc Canon, Nikon and Sony.​

Finally…as curious individuals we always consider ‘what if…?’ Good job too, because we were faced with 2 crises – a train strike AND a national day of mourning for the Queen during the show. We quickly developed social messaging and advised the client on stakeholder comms.

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The Results​

Media coverage total = 171 pieces​

Print circulation – 2M & Online circulation – 33M​

National coverage includes The Sun as well as major regionals: Express & Star, Londonist​

Social media:​

Instagram reach +160% compared to 90 days prior ​

Accounts reached: 214,000  Accounts engaged: 2,867                 No. Of Followers: 28K​

Facebook reach + 237% compared to 90 days prior​

Accounts reached: 1,368,754 Accounts engaged: 10,702​

No. of Followers: 37,349​

Twitter reach +150% compared to 90 days prior​

Accounts reached:  64,649 Accounts engaged: 3,894     No. of Total followers: 61,200​

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