People in the UK now take over a million selfies a day, yet our photographs sit unviewed in digital albums. For National Photo Week, we helped Light & Land urge the nation to 'free the photo' by stepping outside with a camera, rather than photographing only meals and pets. Light & Land's founder, a photographer, went on air across a day of radio and TV interviews, inspiring listeners on their photographic journey and talking about its over 500 photographic tours worldwide with leading photographers. The broadcast PR campaign secured 18 items of radio and TV coverage reaching 2.3 million people, including London Live, BBC Radio Three Counties, BBC Radio Nottingham and BBC Radio Cornwall.
Light & Land wanted to raise awareness of Light & Land and inspire listeners on their photographic journey during National Photo Week.
The message
Light & Land helps people improve their photography while having a great experience, through over 500 photographic tours worldwide with leading photographers. It believes the nation needs to 'free the photo'.
The angle
People in the UK now take over a million selfies a day, yet our photographs sit unviewed in digital albums. For National Photo Week the pitch urged the nation to step outside and capture the landscape, rather than just meals and pets.
On air
Light & Land's founder, a landscape photographer
The result
18 items of coverage reaching 2.3 million, including London Live, 97.4 Cool FM, Downtown Radio, BBC Radio Three Counties.
About National Photo Week
National Photo Week is a UK week created by Relations Group to inspire the public to take better photographs, with guides on composition, editing and display and a photo challenge. It ran in the last week of July, in partnership with the Royal Photographic Society. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning a campaign around National Photo Week?
National Photo Week usually runs in late July; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
