Reg&Co brokered the deal for Nikon to Sponsor Photo London 2020, which sees one of the world’s oldest and most recognisable camera brands sponsor the prestigious Photography Fair for the first time.
The partnership was set up in March 2020, just as things were starting to be disrupted by Covid 19 spreading across the globe. This year has been a challenging year for all with the events sector being particularly hard hit. We’ve had to adapt to ever shifting rules and regulations, which has lead to last minute postponements and cancellations
We created an agile partnership that transformed from taking place at a physical event, to a series of online talks, workshops and social media content as part of the inaugural Photo London Digital, which attracted over 34,000 unique visitors across it’s two-week run.
Photo London Digital focused on bringing as much of the physical fair online as possible, replicating the gallery experience online. The digital fair broke new ground by presenting a series of workshops, live artist talks, studio visits, and book launches that were closely linked to exhibitors and their artists, free of charge.
As part of this content, Nikon ran a series of five professional workshops, led by Nikon School UK and a host of Nikon Ambassadors. There were panel discussions and Instagram Lives as well the free bookable workshops, which were a great success for both Nikon and Photo London – each session was fully booked.
Nikon also sponsored Photo London’s Emerging Photographer of the Year Award which was voted on by the public and received over 3,000 votes in total.
The partnership continues to go from strength to strength with more content planned between now and the next physical Photo London which is planned for 9th – 12th September at Somerset House.
Both parties have been incredibly flexible in their approach to the evolving landscape due to the pandemic and have embraced technology to transform a primarily event based sponsorship into a cross-platform partnership creating relevant new content and uncovering brand new talent.
If you’re interested in opportunities surrounding any aspect of Photo London, digitally, physically or through social media, please get in touch with Melissa – melissa@regandco.com to discuss how Photo London can help you reach and engage a new audience.
About Photo London Digital 2020:
The inaugural Photo London Digital, which took place between 5 –18 October 2020, attracted 109 galleries from 21 countries worldwide. With over 336,400 page views, 34,886 unique visitors, 4,226 artworks showcased and 43 talks, tours and workshops in the public programme, the first online iteration of the Fair has proved an essential step towards the sixth edition of Photo London in 2021.
