The Master Photographers Association (MPA) used Focus to launch the UK's largest prize for baby photography. There's a massive £10,000 cash prize for the consumer with the Cherub of the Year
bonniest baby, plus lots of quarterly runners-up prizes of £25 shopping vouchers.
Established in 1993, Cherubs is the UK's longest running baby photography programme and has over 200 professional photographer Partners covering postcode areas in the majority of the UK.
is now a highly recognised brand for those in the maternity/baby market and tens of thousands of babies have been photographed over the past 18 years as part of the Cherubs Programme. The new Mum Leads are sourced from Bounty (UK) Ltd, the country's longest established and most respected provider of such data.
"The Cherubs Programme has generated an estimated £100 million in revenue for its Partners since its inception,
" says Colin Buck, MPA Chief Executive. "With stiff competition in the baby photography market, we intend to keep one-step ahead of the field and have created the new 'Cherub of the Year' competition to give our Partners a real competitive edge.
There are still some unallocated postcodes, so MPA is now actively recruiting professional photographers to join the Programme and guarantees postcode exclusivity. The Leads are available on a monthly basis and take the form of name and address data of mothers with babies between the prime age group of 0-13 weeks old.
"Cherubs Partners may send two postal mailings to Mums when they are at their most receptive - when baby is below 3 months old. With so many baby photography offers out there, the new Competition gives our Partners another fantastic benefit to increase their customer base,
" adds Buck.
For more information please visit the Cherubs