The Adobe Lightroom team wanted to celebrate the release of Lightroom 4 with a campaign celebrating travel photography and capitalizing on the new Lightroom 4 features geared towards travel photographers. The team launched “Around the World with Lightroom” – a travel photography contest offering a grand prize photo expedition to Chiang Mai, Thailand with world-renowned photographer and photojournalist Steve McCurry.

The campaign undertook a multifaceted approach and robust content strategy across owned social properties, to stimulate engagement with Lightroom 4 among the travel photography community. I produced and managed the team responsible for the custom application hosted on the Lightroom’s Facebook page, which served as the program hub to inform Lightroom fans about the contest and prizing, capture submissions, and display a gallery of submitted images.