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The Photography Show

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.

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

  • Date 17th February 2023
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