Definition was asked to devise a campaign that would raise awareness of the charity, drive traffic to its website and celebrate the nation’s link to the sea and the maritime industry.
We did this by launching an annual photography competition, now in its eighth year, to find ‘the UK’s ultimate sea view’.
Definition has since managed all aspects of the competition each year, from securing high-profile judges, driving entries to the competition through on and offline communications programmes, publicising the winners’ announcement along with orchestrating and attending judging sessions – which took place virtually for the first time in 2020.
The competition has gone from strength to strength in the eight years it has been running and despite this year’s competition falling during the midst of a global pandemic, Definition identified the issues of restricted travel and amended the entry conditions to allow participants to look back through old photo albums and enter images both old and new of the UK’s seascapes, ships and seafarers amongst many others.
The 2020 judges line-up included the former Picture Editor from The Sunday Times and the Head of Pictures from The i. In total, the competition achieved record-breaking results with more than 2,000 outstanding entries submitted and in the space of 24 hours, we secured 220 pieces of coverage for the winners’ announcement alone, including several national publications such as The Times, The Telegraph, The Guardian, Mail Online, Metro, The Evening Standard and BBC News.