The Big Picture

Visit website, The Big Picture

  • The Big Picture was an innovative arts project run by Audiences Central for Arts Council England West Midlands. It was created to build a detailed portrait of the West Midlands, its people and communities
  • People from across the West Midlands were encouraged to take photos and submit them to the online gallery www.inthebigpicture.co.uk in a bid to create the largest photo mosaic in the world
  • Rewired PR was selected following a competitive pitch to deliver a high profile media campaign visible across all platforms to increase audience participation in this ambitious arts project
  • We were tasked with planning a number of launch and stunt activities to generate interest in the project and encourage the public to send in their photos to The Big Picture.
  • We were also required to support the unveiling of the world’s largest photo mosaic by generating local, national and international press coverage
image image Next page, Approach
  • Our media campaign targetted radio, television, regional press, national and international press and online media
  • High profile stunts and roadshows were designed to grab attention and engagement across the region
  • We worked alongside the Big Picture project manager to support the media partnership with the BBC and feed regular news opportunities through to Midlands Today
  • Creative and interesting news stories and hooks were developed across the six month campaign to actively involve the press in all of the Big Picture events

 

image image Next page, Results
  • Between January and June 2008 people from all over the West Midlands picked up their cameras and mobile phones to take and submit an incredible 112,896 photos to the online gallery www.inthebigpicture.co.uk
  • In August 2008, every single image was used to create the worlds largest photo mosaic – making everyone who submitted a photo a joint world-record holder
  • Public participation was beyond expectation, exceeding the target number of photos needed for the world record breaking mosaic
  • Coverage for this innovative arts project was secured in both national tabloids and broadsheets including The Sun and The Times, as well as international media
  • The total Advertising Value Equivalent (AVE) came in at over £4 million.
  • “A refreshingly different PR agency with a huge talent, immense dedication and personal but professional attitude to work.   Ruth and her team have been an absolute pleasure to work with and have gone beyond their original remit on this project, delivering outstanding results and adding value at every stage.” Big Picture Project Manager, Kerry Endsor

 

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