One solution was to give media training to photographers, ensuring they could deliver key commercial and marketing messages in an interesting manner.
Based on internal search data, insights from visual experts, and the latest market research, Visual GPS is an in-depth study into how different regions, including Latin America, feel and respond towards various types of imagery in media and advertising, and was the Getty Images most important thought-leadership initiative in 2020.
However, as the study was first released in the US, many media outlets within Latin America were already aware of foreign publications having written about it and as a result showed a reluctance to give further coverage. While it had been presented in Mexico during AdWeek, in Brazil, Colombia and Argentina we needed to create a strategy that would interest the media, even though the “news” itself had already been published elsewhere.
With that in mind, instead of pitching the entire study, we prepared a press release separated by the main topics discussed – wellness, technology/artificial intelligence, and sustainability.
We first pitched an exclusive interview with Tier One publications and, after that, separated the press release by topic, focusing on the publications from each industry. We were able to place the story in more than 15 important media outlets.
We decided the best way to ensure ongoing coverage would be to create a campaign around a timeline of important events in the news calendar. We detailed key dates and events related to, for example, the 30-year anniversary of the Italia ‘90 World Cup, the announcement of a new eSports partnership with the Federation Internationale de l’Automobile, and the postponed 2020 Olympic Games.
This approach enabled us to reach out to targeted media with archival images that would provide historical insight and context at the precise moment they would be keen for content on that particular subject.
With no budget for press trips to the London-based archive, we also used our relationships with Latin American correspondents based in England, including from Globo and Clarín. This generated significant early media engagement in our target markets.