For the second year running we’ve helped publicise the world’s top environment and wildlife photography event, WildPhotos 2013, at the Royal Geographical Society in London.
This year, the team behind the event at Wildscreen wanted to reach a wider public audience as well as specialist wildlife and photography groups, so we took a two-pronged approach to help generate the best results.
Recognising the need to broaden our approach beyond the media, we set about researching marketing opportunities to reach these audiences and raise the profile of the event. Activities included securing London-based event listings, website advertisements and a tube advertising campaign which complemented our media relations campaign.
Armed with a selection of stunning images provided by some of the world’s most renowned wildlife photographers, we then pitched to the national picture desks to secure online galleries and event listings two months ahead of the exhibition to secure advance sales. To give us some material for a call to action in the final run up to the event, we held back a number of images to offer to the media.
As part of our longer-term strategy to raise awareness and cement future interest in the event, we actively encouraged wildlife and environment press to attend and report on WildPhotos. Eleven reporting journalists attended the exhibition – including the environment picture editor at the Guardian.
To date, 78 items of coverage have been generated in national, international and specialist press and websites including the Telegraph, Independent, Metro, Standard, Mail Online, MSN and The Times, resulting in an ‘opportunity to see’ of over 335 million people. A record number of delegates attended the weekend event and all weekend tickets sold out.
Image credits: homepage Grzegorz Lesniewski and above Danny Green