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.