Campaign of the Week: Henley Festival 2017
Midas PR’s campaign for Henley Festival reaches 90 million people
Now in its 35th year, Henley Festival is the UK’s only black-tie boutique festival which runs over five days from 5th – 9th July with a spectacular setting along the river Thames. With a capacity of 25,000, Henley Festival’s champagne lawns, street theatre, cabaret, fireworks, outdoor sculpture, live art, alongside pop-up restaurants from Ronnie Scott’s, The Crooked Billet and Spice Merchant, offer a magical mix of music, comedy, food and art. Artists performing at the 2017 festival included Jess Glynne, Pet Shop Boys, Chaka Khan, Goldie, All Saints and Mel C, as well as comedy from Andy Parsons, Sara Pascoe, Russel Kane, Angus Deayton and Sean Walsh.
Following the huge success of Midas PR’s 2016 campaign for Henley Festival which resulted in Henley winning Headline Performance of the Year at the 2016 Festival Awards, Midas were reappointed to run the publicity campaign for Henley Festival in 2017. Key objectives included selling tickets and profiling the breadth of the programme across, music, comedy, food and visual arts and increasing the number of pieces of interview coverage.
Campaign activity included a press launch in London to reveal the festival’s line up, and running the festival’s onsite media tent, including managing press and photographers’ onsite, organising festival accreditation for press, as well as setting up interviews with festival performers in the run up and during the festival itself. In order to establish the festival as a credible cultural event, Midas worked to develop distinct communications strands for each of the cultural sectors the festival represents, including music, comedy, food and visual art. Midas also improved the quality of festival coverage by working closely with artists and their management teams to secure the maximum number of interviews, as well as securing blanket coverage for the festival including listings, previews, features and interviews.
Over the course of the seven month campaign Midas PR secured 793 pieces of press coverage across broadcast, print and digital media, from 391 individual media outlets. In total the campaign reached a combined audience of 91.2 million with a total PR value of 2.0 million, with 119 press attending Henley Festival across the five days of the festival. Coverage highlights included the line-up announcement running on BBC Radio 6 Music and BBC Radio 2 Breakfast, interviews with artists on BBC Radio 4, ITV 1, BBC Two, and BBC World TV as well as print interviews in The Daily Telegraph, The Observer, Mail on Sunday, Metro and Daily Express.