The Photography Show: Record Breaking PR and Social Media Strategies
The Ci Group Approach
The Photography Show is the largest event of its kind in the UK & Europe, aimed at amateur and professional photographers. After a hiatus due to the pandemic, they wanted to return with a bang – and enlisted Clareville to run a national PR and Social media campaign. The aim was to reach beyond their traditional trade media and achieve coverage across consumer and B2B. The client was also keen to broaden the demographic of its visitor base.
The Delivery
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
