Midas gains changes in Latitude

The brief: Festival Republic appointed Midas PR to position Latitude as the UK?s leading multi-arts festival, to engage new audiences interested in the festival’s arts offering and to support early ticket sales.

Strategy and implementation: Midas responded with a campaign designed to:

-Engage the full range of media relevant to a festival with 14 arenas
-Transform influential arts journalists into fans of Latitude
-Ensure the media coverage would reference the range of acts on offer and the high
quality of the festival experience

Its strategy lay in reaching music fans (aged 17- 25) and festival mums and dads (30+) with different styles, content and media targeting. Following a highly successful launch event, Midas kept up the momentum with multiple new line-up announcements. At the same time, Midas cultivated media relationships by brokering a series of breakfast meetings, interviews, in depth features and one to one briefings over a four month period. This charm offensive raised journalists? awareness of the range and daring of Latitude arts stage programming, which was widely reflected in coverage. Midas PR then handled the on-site promotion of the festival itself, providing a round-the-clock press office service over the four days of the
festival to more than 350 journalists and photographers.

Results: Over 1,800 pieces of coverage ran in the four month contract period, including 120 items in the nationals, plus 1,300 items in consumer titles. The tone and content of the
coverage reflected the success of Midas PR?s campaign and audience strategy. Anecdotally, a much broader audience demographic attended the festival than in previous years.

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