Launched in 2011, the Belfast Photo Festival (BPF) – a not-for-profit organisation – is a major photographic event that attracts tens of thousands of visitors a year, celebrating some of the finest national and international contemporary photography across 30 museums, galleries and public venues. The Festival consists of exhibitions, talks, symposiums, workshops, screenings, masterclasses, portfolio reviews and tours. RMPR was appointed to launch the 2017 festival and communicate the full breadth of its programme.
What We Did
We wanted to make as much noise as possible around the launch of the festival through a successful programme launch. Post programme launch, the strategy focused on three main areas; promotion of exhibitions, promotion of talks and raising the profile of the festival as a leading, reputable visual arts organisation.
Our aim was to elevate BPF with significant online coverage, with a focus on securing national and broadcast hits to establish the organisation as a major, reputable draw for NI and the visual arts.
Overview: From 4th May – 16th June a total of 52 pieces of media had been secured. Two weeks of the festival still remained.
90-second segment on UTV Live (28,360 viewers)
The Arts Show (BBC Radio Ulster) on two occasions (26.5k listeners)
Radio feature (Belfast 89FM)
Double-page spread interview in Irish Independent Weekend Magazine (486,000 readers)
Online coverage across 11 of Johnston Press’ weekly titles spanning the breadth of NI