CASE STUDY
5.6x ROAS, driving ticket sales for World Press Photo London
About World Press Photo
World Press Photo Exhibition is one of the world’s most prestigious showcases of photojournalism and documentary photography. Returning to London for its 2025 season at MPB Gallery, Here East, the exhibition presents award-winning imagery that captures the defining global stories of our time.With a globally recognised reputation and millions of international visitors, the challenge wasn’t credibility — it was driving awareness, urgency, and ticket purchases within a competitive London events market.
The Challenge
While the exhibition benefits from international recognition, several factors limited early performance in the UK market:
- Low initial awareness of the London dates and venue
- Heavy competition from other cultural events across the city
- Limited warm audiences at launch
- Conversion performance fluctuating across the exhibition timeline
In short: strong global reputation, but no established local momentum at the start of the campaign.
Results & Impact
Return on ad spend
Increase in reach and overall visibility
Growth in ticket purchases across the campaign period
Improvement in click-through rate
Our Approach
Audience & Awareness Building
We began by establishing strong visibility across the UK, using dynamic creative built around exhibition imagery to understand audience interest, engagement patterns, and content resonance.
Creative & Funnel Optimisation
With performance signals in place, we refined creative direction, tightened targeting, and improved ad-to-page alignment. This reduced friction, improved engagement quality, and strengthened conversion rates.
Momentum & Scale
Warm and retargeting audiences were then layered into a structured funnel, using urgency-led messaging tied to exhibition dates and availability. These audiences became the primary driver of ticket purchases as momentum built.The result was a stable, scalable digital funnel that supported ticket sales throughout the London run.
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Griff & Co played a central role in driving ticket sales for our London exhibition. Their paid media strategy delivered consistent demand, strong return on ad spend, and real momentum throughout the run of the show. The results speak for themselves.
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