Festival Republic Appoints Midas
18th January 2012
Festival Republic has appointed Midas PR to take the Latitude festival into a wider range of arts, cultural and lifestyle media, showcasing the festival as one of the pre-eminent cultural events of the summer 2012 calendar.
Latitude, which takes place annually at the Henham Park estate in Suffolk, was launched in 2006 and has grown into a four day event attracting a capacity of 35,000 people and more than 500 acts across 18 arenas.
Appointed following a four-way competitive pitch, Midas PR's integrated traditional and social media campaign will see the agency broaden Latitude's profile outside of the music media. Midas PR will work closely with Festival Republic's marketing team, artistic directors and specialist music broadcast agency FMG to deliver a 2012 campaign that positions Latitude as the festival for culture lovers who want a total arts experience, encompassing theatre, literature, dance, cabaret, comedy, film, poetry, contemporary art and comedy alongside live bands.
Founder and Creator of Latitude and Managing Director of Festival Republic, Melvin Benn, said: "We were impressed by the way Midas turned a forensic analysis of our target audiences into creative campaign ideas to communicate Latitude's vibrancy and variety to new areas of the media."
Penny Clifton, Executive Managing Director of Midas PR concluded: "We're looking forward to taking Latitude into hitherto unexplored media territory, and harnessing our skills, expertise and knowledge across the arts arena to position Latitude as this summer's go-to festival."
