Publishers understand perfectly the value of an image when are trying to catch a reader'sattention. Under this perspective we created the concept "See to Read", an idea that emphasises Getty's main attribute. This was a new perspective in publishing that stands out of the paper in which an image is contained. Through two teaser mailings we presented a book that interacts with the reader in the way the images are presented. A book in which the copy is also image. The campaign directed the target to the website (www.gettyimageseditorial.com) for registration and testing the service.

Spectacular. Budget assigned was 18,000 euros. 93% registered and 63% bought at least one photo during the first week of the campaign.