Midas repositions Latitude as UK’s leading multi-arts festival

The brief: Festival Republic appointed Midas PR to position Latitude as the UK’s leading multi- arts festival and to engage new audiences interested in the festival’s arts offering across the stages from theatre to poetry, film to cabaret, literary to dance.

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

  • Transform influential arts journalists into fans of Latitude repositioning the festival between Glastonbury, Edinburgh and Hay
  • Ensure the media coverage would reference the range of acts on offer and the high quality of the festival experience

Midas concentrated its arts PR efforts for the 2012 festival around Latitude’s theatre line-up, which it had identified as the strongest element in the programming. Recognising that Latitude had a relatively low profile among key theatre and performance journalists, Midas set about converting them into Latitude fans by:

  • Hosting an intimate Theatre Breakfast with Latitude’s Creative Director and with six directors of leading theatre companies performing at Latitude 2012 (e.g. Sean Holmes, Lyric Hammersmith and David Jubb, BAC)
  • Securing opinion and profile pieces for the festival’s Managing Director and Creative Director in publications that index well among theatre-buffs and arts-loving young professionals (eg Run Riot, What’s On Stage etc)
  • Producing a specialised Theatre Booklet
  • Offering journalists exclusive interviews with various theatre companies, actors and directors, showcasing Latitude’s diverse theatre credentials
  • Increasing the volume of accreditation allocated to theatre journalists
  • Accompanying journalists on-site to theatre premieres and specially-commissioned works – notably Kate Tempest’s Brand New Ancients, which was presented as a work in progress at the 2012 festival

Results: The post-festival coverage Midas secured for Latitude strongly emphasised the breadth, quality and imagination of the festival’s arts programming – particularly its theatre offering. The broadsheet newspapers devoted space to reviewing the theatre offering that would otherwise have been dedicated to music acts. i.e. the FT focused entirely on the theatre programme in its full page review of the festival. Midas PR’s desired message – that ‘Latitude is the UK’s favourite multi-arts festival’ ran throughout the 1800 pieces of coverage that ran between March and July – and provided a solid platform for the 2013 campaign.

_Comment on this post

You must be logged in to post a comment.