Challenge: Getty Images believes that mobile photography has made huge strides in a short time, so much so that the company provides its photographers with software tools that allow them to create smartphone-style images that are of high enough quality to be used by their commercial clients.
As the official photographic agency for the Australian Open, Getty Images’ team of photographers embraced the smartphone look by applying special effects to their portraits of quirky spectators, umpires, ball boys, media and event staff.
These images became known as the Faces of the Australian Open.
Strategy: To capitalise on the hype building around the grand final match; Howorth developed a two-fold media strategy.
Part one: offer national metropolitan titles the Faces of the Australian Open album to run as an online image gallery.
Part two: provide national lifestyle tech title, CNET with exclusive access to Getty photographer, Cameron Spencer, to develop a feature on the ever-increasing popularity of smartphone photography from a professional perspective.
Results: The result saw a ¾ page article featuring Faces of the Australian Open images published on page six of the Sydney Morning Herald. Fairfax Media also syndicated an online image gallery across 24 metropolitan and regional news sites.
CNET published two stories including an online image gallery and an in-depth article on how professional photographers integrate smartphone technology in their work, featuring comments from Cameron Spencer.
In total, 27 news clips were generated from this campaign reaching a potential audience of 4,419,355 Australians.
Challenge: When Getty Images photographer Adam Pretty won the prestigious Getty Editorial Fellowship, he grabbed his camera and prize money and headed to the Japanese town of Kesennuma – one of the most devastated regions from the Tohoku quake and tsunami in 2011.
Overwhelmed by the scope of tragedy, Adam resolved to give something back to the people by reconstructing wedding portraits of couples whose original wedding photographs were destroyed.
Adam’s Bride Again project is a strong example of the depth and power of the work of Getty Images’ photographers.
Strategy: To coincide with the second anniversary of the Tohoku quake and tsunami, Howorth approached two media outlets – Fairfax Media and ABC – with the opportunity to speak with Adam.
Both interviews would discuss why Adam chose to focus on the Japanese tsunami and uncover stories of survival and love among the families involved in the project.
The story that Howorth and Getty Images wanted to tell was that of the strength, resilience and hope of the Japanese people living in Kesennuma.
Results: Following an interview with The Sun Herald, a half page article featuring a Bride Again wedding portrait was published in the newspaper.
This piece was syndicated to 157 online Fairfax metropolitan and regional news sites including the Sydney Morning Herald, The Age and Brisbane Times as well as featuring in Fairfax’s tablet edition.
Adam’s interview with the ABC resulted in an online feature piece, exposing the news to a potential audience of 3,700,000 Australians.
This campaign generated a combined total of 159 clips and reached a potential audience of 18,022,235 Australians.
Challenge: With the London 2012 Olympic Games in full swing it’s not just the athletes who are working hard to be at the top of their game – the Getty Images team of award-winning photographers are also in the thick of the action at the world’s greatest sporting event.
This year, Getty Images is the official photographic agency to the International Olympic Committee (IOC), a designation they have held for 24 years, since the Calgary Winter Olympics of 1988. At London 2012, Getty Images has a team of more than 100 photographers, photo editors and support staff to capture the excitement of the Games from behind the scenes to the finish lines.
Throughout the Games, Getty Images photographers will capture the action from every possible angle at each of the Olympic sporting events as well as the opening and closing ceremonies and medal presentations.
An Olympic first
Although Getty Images has a long-standing history with the Olympics, London 2012 will be the first time that their photographers will use cutting edge 3D and robotic camera technology to capture the action.
A team of select photographers will shoot the games in 3D in addition to using custom designed robotics rigs to capture the agony and the ecstasy of the competition.
Strategy: To showcase Getty Images industry leading innovations the team at Howorth devised a communications program which focused on the technology and talent behind the camera lens.
Featuring TV and print profiles of top Getty Images talent including VP of Editorial Photography Stuart Hannagan and Australian photographers Mark Kolbe and Chris McGrath, the program also targeted leading technology websites.
Results: Coverage was secured on Channel 9’s Wide World of Sports Road to London program, with a segment featuring Stuart discussing iconic Olympic images syndicated to 37 stations across Australia.
An in-depth interview with Mark and Chris in CNET Australia examined the different ways in which Getty Images is “pioneering new ways of thinking about sports photography.” CNET is one of the country’s most popular technology websites, visited by 1.8 million Australians each month.
Computerworld Australia featured an interview with Getty Images Senior Director of Editorial Photography, Ken Mainardis and Gizmodo, Australian Creative, Campaign Brief and Photo Review produced articles on the technology being used by Getty Images during the London 2012 opening ceremony.
Mark was also interviewed by the Inverell Times and The Northern Daily Leader newspapers about the 3D technology, and Chris was featured in the Sunshine Coast Daily, discussing the robotics rigs he will be operating during London 2012.
As one of the world’s leading creators and distributors of still imagery, video and multimedia products, Getty Images know what makes an iconic image.
But what does an iconic Australian image look like? Is it the time honoured classics of the Sydney Opera House or Great Barrier Reef or perhaps it’s a backyard BBQ? Getty wanted to find out and issued a brief to photographers to submit their interpretations of everyday life in Australia in the second year of the Grab photography competition.
The brief to photographers was ‘Captured Moments’ – entrants had to submit their creative interpretations of family, friendship and community to be in with a chance to win over $8000 of camera equipment and have the opportunity to become a Getty Images contributor.
The brief to Howorth was to achieve national media exposure for the competition, generate entries for the competition and provide a media platform for photography enthusiasts to showcase their creative talent.
Howorth implemented a three phase PR strategy targeting a broad range of consumer and trade media – kicking off with a competition launch campaign, followed by media activity around the top twenty finalists and wrapping things up with articles on the competition winners.
And the results?
The competition received almost 4000 entries and generated over thirty pieces of media coverage including galleries of the twenty finalist images on the websites of news.com.au, Sydney Morning Herald, The Age, Herald Sun, WA Today, Brisbane Times, Adelaide Now, Perth Now and The Courier.
Print coverage included a double-page spread of finalist images in Grazia magazine, along with articles in titles including The Australian, Wentworth Courier, North Shore Times, The Beast and The Sunshine Coast Daily. As well as hitting consumer media the campaign also made a splash in the trade media with coverage appearing in Campaign Brief, Desktop, B&T, Mumbrella and The Thousands.
And last but not least – the winners.
The judging panel of industry experts including Stuart Hannagan, Getty’s director of photography APAC and VP of Australasia, selected Rachel Cutler’s image of two friends play fighting in a hammock as the winning image, with Mark Tipple coming a close second with his underwater photograph of swimmers diving under a crashing wave. Alam Sulthoni’s image of a magical act of levitation took out the People’s Choice Award.