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Talk to any PR company, professional group or promoter and they will tell you that one of the keys to a successful publicity campaign is a strong image or design. This will be the ‘face’ of your show and will ‘talk’ to your audience by communicating a message or concept relevant to your show.

Commissioning professional photography will be a good investment. If you can’t afford that, try to enlist the services of a talented amateur from your circle of friends or from your local design college.

The Fringe Media Office is here to offer advice and feedback on your chosen images. Just make sure you choose a single image to use across all of your marketing materials (flyers, ads, posters, t-shirts etc.).

In addition to the photographs for your marketing campaign, it is important to have professional-looking photographs taken to help publicise your show. In some cases these may be the same photographs, but in other cases you may need two sets. The press sometimes prefer images that don’t look like publicity shots, so get good quality shots either from the production or a photocall in Edinburgh. Take a look at arts coverage in the national newspapers; which photographs are used and why? If you can’t afford good quality shots, it is probably better to avoid photography altogether.

Top Tips:

  • Companies tend to have their photographs taken during a dress rehearsal or actual performance. Un-dramatic head and shoulders portrait shots are not used unless you are well known.

  • If your first Fringe performance is also your first full performance of the production, get these shots done during your first performance and make sure you send them to the Fringe Office.

  • Unusual angles, dramatic settings, humorous approaches and even images that have been digitally tampered with work well.

  • Picture desks of all the major newspapers use digital images. Make sure your images are at least 300dpi and in an accepted format (jpg or tiff). You may want to send low resolution 72dpi versions initially and 300dpi versions only when requested, to avoid clogging up journalists’ inboxes with large files, especially if they’re getting emails from every single Fringe show. (Prioritise getting shots to the Fringe Office.)

  • From as early as the end of June, picture editors and journalists will be requesting images to act as ‘fillers’ and for festival supplements, so make sure they have your best shot sitting in their inbox. Get images across to picture desks in June.

  • Some publications have special email addresses for festival pictures which are included in the media list we send out. Never send pictures to a journalist who hasn’t asked for them.

  • Label all individual photographs with the name of your show. If a picture editor receives a file labelled ‘JPEG1’ there will be no way to link the image with your show even if your show name was in the subject line of your email.

  • Make sure you include any required photographer credits.

  • As a rule, sending amazing images by email will be more effective way to get atttention. If you choose to send a disk of photos, make sure all the files on the disk are individually labelled with your show name and that the disk itself has your show name and a contact name written on it.



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