Photography company snaps up key media coverage

Through target audience prioritisation, Howorth’s business to business public relations practice reached over 10 million Australians for iStockphoto by securing eight media interviews for its visiting Chief Operating Officer, Kelly Thompson.

Coverage was dominated by media considered top-tier by iStockphoto’s priority marketing and graphic design stakeholders:

• The Sydney Morning Herald and its online version
• The Age online
• The Brisbane Times online
• a seven minute live-to-air interview on Sky Business News discussing its groundbreaking business model (broadcast three times)
• an interview and podcast on SmartCompany.com.au
• two cover stories in top photography magazines

Howorth also facilitated Desktop Magazine, one of Australia’s top design publications, writing a feature on iStockphoto’s vector illustration art and Virgin Blue’s in-flight magazine, Voyeur, featuring a lengthy interview with Kelly.

Getting results
The client was thrilled with the results.

“Thank you immensely for your hard work. We are all thankful and impressed by your ability to reach this number of press,” said Kara Udziela director, public relations at iStockphoto.

Because of Howorth’s ability to emphasise Kelly’s unusual background and iStockphoto’s ingenuity, the Australian media embraced him despite having nothing new to announce and their scepticism towards visiting overseas CEOs and COOs.

Howorth’s strategy of target audience prioritisation paid off in quality coverage from top tier and target audience-relevant media.

iStockphoto revolutionised the photography industry by providing affordable images for creatives and an avenue for profit for photographers, catapulting it into becoming the world’s busiest image marketplace.