Campaigns: B2B - Getty focuses lens on life in London

Campaign: Getty Images Gallery, London Through a Lens
Client: Getty Images
PR team: Bite
Timescale: August-September 2008
Budget: c.£10,000

The Getty Images Gallery is London's largest independent photographic gallery. Based just off Oxford Street, it acts as a 'shop window' into Getty Images' huge collection of archival imagery. On 21 August the Getty Images Gallery launched the London Through a Lens exhibition, in conjunction with Time Out which published a book of the same name. The exhibition featured rare and unseen images from Getty Images' Hulton archive.

Objectives

- To target London listings press

- To generate coverage around the launch and during the exhibition

- To drive footfall to the gallery, and increase sales of prints from the exhibition

Strategy and plan

One month ahead of launch Bite began contacting the London listings media. It grouped all the images from the exhibition on one page of the Getty Images website.

Measurement and evaluation

More than 30 pieces of coverage were secured. The night before the exhibition BBC London ran a report on the 6.30pm and 10.30pm bulletins.

Results

On the exhibition's opening day the gallery was packed. Sales of high value art prints rocketed and the exhibition has been brought back for a second term.

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