How Venicemarathon increased photo sales and runner satisfaction with GetPica

The challenge

Giving thousands of runners the race photos they want, and turning them into revenue

Wizz Air Venicemarathon is one of Italy’s best-known marathons, with thousands of runners crossing an iconic setting from the mainland to Venice.

For many of them, a high-quality, personalized album is part of the marathon experience itself. Finding each runner among thousands of photos, by hand, is slow and leaves sales on the table.

Venicemarathon chose to combine the photography of PhotoToday with GetPica’s race photo platform: reliable, automated and easy to use for athletes.

Two goals

1. 1

   Let every runner find and buy their own photos quickly, from any device.

2. 2

   Create a new revenue stream for the event and the photographers, during and after race day.

How GetPica helped

AI facial recognition, instant delivery and photo sales in one platform

Three ingredients turned race photography into a service runners loved, and into sales.

• Easy photo purchaseA smooth buying experience on the platform already used by more than 400 event partners worldwide.

• Every runner finds their photosEvery runner is recognized by face and bib number and finds only the photos they appear in: their own race memories, in one place.

• Marketing automationTargeted upselling and cross-selling keep athletes connected after race day and add revenue.

The results

Over one million photos delivered and a new revenue stream for the event

With PhotoToday’s photography and GetPica’s marketplace, the race photos became a service for runners and a business for the event.

• 1M+ photosPersonalized race photos delivered in real time.

• 10,000+ athletesInstant access to their own photos, from any device.

• A new revenue streamPhoto sales for the event and the photographers.

• Sales after race dayAutomated upselling kept runners coming back to their album.

Photos from Wizz Air Venicemarathon 2024

Moments from race day in Venice: start, course along the lagoon and finish line.

Frequently asked questions