PR: Consultancy, Social Media, Crisis Comms

Epson featuring Steve McCurry

Epson mailerIn 2010, Epson sponsored the world-renowned photographer – Steve McCurry’s first exhibition in Malaysia, titled ‘A Common Faith: Steve McCurry’s Travels through the Muslim World’.

This was McCurry’s largest exhibition ever, showcasing 80 dramatic photos printed on the printers McCurry personally prefers – the high resolution and highly color-accurate Epson Stylus™ Pro 9900 printers that use 11 Epson UltraChrome® HDR (High Dynamic Range) ink to produce industry-leading, high color fidelity prints.

To fully capitalize on this unique opportunity and to drive Epson’s goals of inspiring photography enthusiast to take up professional photography, SWOT created a 3 pronged, cost-effective communications strategy. This created the grounds to engage the diverse media, interested in the artistic, lifestyle and technological aspects of Epson’s sponsorship and to sustain the interest in the exhibition over the period of 3 months.

  1. To get closer to the Malaysian photography enthusiasts among the media and in general, we commemorated the exhibition with a photography Masterclass by Steve McCurry.
  2. An online photo contest, titled “The Epson Malaysia ‘Faith and the Common Good Photo Contest on, was held with Steve McCurry himself as a judge. He provided the rationale for all his winning choices, which was a fantastic endorsement for any aspiring professional photographer.
  3. An eBay auction was held for Steve McCurry’s autographed, A2 size print, “Ship Breaking Yard, Karachi” in support of the Rumah Nur Salam Charity.

The campaign saw a tremendous success, to the great delight of all parties, with daily coverage that reached RM2 milllion in PR value over 3 months; over 5,500 unique visitors to the photo contest pages and 47 bids on eBay for McCurry’s print, bringing in RM5,000 to Rumah Nur Salam Charity.

Steve, all of us at SWOT thank you for the autographed prints with which you gifted us. They inspire us to always stay dedicated to what we do, as we were when working with you.

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