For the past four years, Weber Shandwick Singapore has provided pro bono support and guidance to the annual World Press Photo Singapore exhibition.
Formed in 1955, the World Press Photo Foundation champions outstanding photojournalism from around the world. The foundation’s flagship exhibition tours over 100 cities annually and is often referred to as the Oscars of photojournalism.
Without a marketing budget, we focused primarily on earned media coverage and word-of-mouth to encourage attendance to the exhibition. We provided PR counsel and strategy to the exhibition’s team and handled all media activities.
Over the four-year engagement, Weber Shandwick Singapore’s efforts have significantly expanded the exhibition’s profile, visibility and audiences. Its involvement in the 2015 exhibition saw a 38 percent increase in visitorship, a 42 percent increase in public workshop participation, and a 400 percent rise in demand for guided tours.
The firm’s work for the exhibition has been globally recognized within the industry. 2014’s Inspire Within campaign received a Gold Stevie Award for Low Budget PR Campaign of the Year. Media interest has significantly increased year over year — up more than 250 percent from 2014 to 2016.
Today, Singapore’s World Press Photo Exhibition continues to attract and inspire new audiences each year.