Belfast Photo Festival (BPF), NI’s premier visual arts festival, took over galleries and outdoors spaces throughout Belfast with experiential and engaging exhibitions exploring the role of photography in the era of post-truth, alternative facts and fake news. JComms was briefed to develop a PR strategy to launch BPF, generate media interest in its “Truth & Lies” theme, and to communicate the breadth of its offering. We carried out a wide range of work for the festival including writing and issuing press releases, and engaging journalists all over the world. Media coverage generated by us included widespread coverage throughout the UK, Ireland, internationally and in specialist photography media. This included two pages in the Sunday Times, BBC, Daily Telegraph, FT, Daily Mail, The Times, Irish Independent, Irish Examiner, I-D, VICE, British Journal of Photography and Aesthetica. Overall there were 300+ media hits spanning online (255), print (53) and broadcast (3). Opportunities to See were 32million.