Marketing megastar Martin Lindstrom hits the headlines with Midas
The brief: To launch Martin Lindstrom?s Brandwashed book and to help raise the author?s profile in the UK.
Strategy and implementation: Midas invited Martin Lindstrom to the UK for a week full of media engagements and book launch events to maximise coverage and exposure of the book and author. Midas conducted a launch photo stunt on the first day in St Pancras station and
then followed up by securing back-to-back media interviews spread across the week, a large book launch event at the British Library and further book launch events at the Chartered
Management Institute, Media.com, Media and Marketing Europe Magazine, Judge Business
School in Cambridge and Cass Business School in London. Midas also pitched for features and reviews of the book, despite it having been covered at the time of the US book launch six months previously by The Financial Times, The Wall Street Journal Europe, The Economist and Marketing Week.
Results: Widespread coverage of Brandwashed included features in The Sun, Stylist, Psychologies and Real Business, a double page author profile piece in The Irish Times, and book reviews in BA Business Life and Star Magazine. A picture story on the photo stunt was also featured in The Bookseller. Interviews with Martin Lindstrom were featured on BBC Radio 4?s You and Yours, Al Jazeera?s Frost Over the World, RTE?s Culture File, Monocle24, France24 andNewstalk Ireland. The book spent over a month in WHSmith?s top ten list for non-fiction and the launch campaign helped Martin Lindstrom boost his profile in the UK and
further afield, in Europe.
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