Witness incredible images of our oceans from world-class ocean photographers
Ocean Photographer of the Year is an annual photographic competition created by the Oceanographic magazine located primarily in London.
For the first time this exhibition is on tour with the Australian National Maritime Museum chosen as the the exclusive first location in the world to host the full exhibition.
The Ocean Photographer of the Year (OPY) creative direction hinged on using the breathtaking images featured throughout the exhibition.
The museum regularly hosts Wildlife Photographer of the Year so it was essential to select images that encapsulated ocean photography and were distinct from Wildlife Photographer.
As such we chose images featuring humans as can be seen with the boy diving and the deep sea ice diver, we also chose an image of a manatee which we felt was unique enough to inspire curiosity in our audience and provide cut through in a busy digital landscape.
To complement the static visual assets we worked with our production house to develop a hero video asset using animation and kinetic graphics along with a soundscape that invoked awe and wonder. This video formed the foundation of our digital campaign and ran heavily across social and targeted digital channels and networks.
The marketing campaign focused on our ‘Knowledge Seeker’ audience comprising largely of independent adults that visit the museum either alone, as a couple or with a group and are seeking an ‘intellectual’ experience.
The campaign weighted towards the lower half of the funnel with an emphasis on consideration and conversion. At the conversion level we partnered with several well known media companies, primarily Time Out to run a series of paid editorial campaigns exploring the themes of the exhibition and highlighting particular photographers.
We struck a media partnership deal worth over 4x our investment resulting in consistent visibility in the market with our target demographic throughout the length of the exhibition.
As part of this media partnership we created a unique event hosting several of the Australian photographers featured in the exhibition, inviting competition winners, stakeholders and industry professionals to champion the exhibition through word of mouth.
At the conversion layer of the funnel we ran a comprehensive social and digital campaign across Meta, Instagram, Tik Tok, Youtube, Reddit, Google Network and PMAX.
We complimented the incredible images with evocative copywriting highlighting the awe inspiring nature of the images, the exclusive nature of the exhibition and the limited time it was showing.
Organic social media was key in maintaining interest in the exhibition, and focused on sharing the stories behind the images, interviews with the photographers and visitor experience content to highlight must see elements.
If you like what you see and want to work together get in touch!
