CIWEM
Environmental Photographer of the Year
The Challenge
The Environmental Photographer of the Year (EPOTY) competition showcases the most inspirational environmental photography from around the world. But having run for 15 years there were now a large number of photography competitions available for photographers to contribute to, and a whole host of brilliant pictures to compete against with media. We had to find a way to encourage entries to EPOTY and cut through the noise when the winners were announced.
The Solution
To encourage entries, we created engaging social assets and targeted consumers with affinity to photography, as well as announcing that the competition had opened to national and trade media. Not to mention profiling previous finalists from the competition to share the impact that the competition has had on their career, with a CTA for budding photographers to enter themselves.
Then when it came to announcing the winners, we used a mixture of broadcast, print, online and social channels to drive maximum awareness. We pitched an exclusive interview with the CEO and winner of the Young EPOTY category to Sky, with spokespeople talking about the importance of the competition and the messages behind each of the photos.
We invited journalists to a launch exhibition and used the opportunity to pre-pitch the winning photographs and secure interest in coverage ahead of the competition, securing stand out pieces in national, consumer and trade media. And lastly we created a visually arresting visual asset for social channels too.
