American Gardens by Monty Don & Derry Moore

Midas achieved widespread media coverage for Monty Don, Britain’s treasured horticulturalist, and renowned photographer Derry Moore, who explore iconic and little-known gardens throughout America in their new book, American Gardens, published by Prestel.

The Brief

Highlighting American Gardens as an inspirational insight into America’s stunning landscapes, horticulture, private gardens and parks, which complements the BBC TV series, and a must-have book for lovers of both Gardening and America. Midas was hired to generate interest for American Gardens across book, arts, culture and lifestyle media, in order to leverage and maximise publicity and drive sales.

 

The Work

Midas put together a strategic, target-driven PR campaign, working closely with Monty Don, Derry Moore, and the Prestel team to develop the strongest feature ideas and story angles that relate directly to American Gardens. This enabled us to secure book reviews, photo stories, extracts and interviews across print, digital, arts, books and lifestyle media as well as a select number of high profile national broadcast and newspaper interviews.

 

The Results

Midas PR’s campaign achieved coverage across national and international press, with a combination of feature slots and interviews including:

  • The Guardian
  • The Express
  • The Daily Telegraph
  • Financial Times: HTSP
  • i newspaper
  • The Boston Globe

Added to this, we secured magazine coverage with lead reviews and feature interviews in:

  • Country Life
  • House and Garden
  • Homes & Interiors Scotland
  • People’s Friend
  • Garden Answers
  • Reckless Gardner
  • Real Homes
  • Prospect Magazine
  • The Spectator
  • House and Garden
  • Country Homes & Interiors

We achieved a range of broadcast including:

  • Sky Breakfast
  • 5×15
  • Radio 5 Live: Afternoon Edition

Photography & art media coverage including:

  • Aesthetica
  • The Arts Shelf
  • Celebrity Angles

And regional press coverage including:

  • Press Association (picked up by over 30 regional outlets)
  • The Herald Scotland
  • Irish Sunday Independent
  • Western Daily Press
  • The Glasgow Herald

We combined this with a successful blog tour and social media content on Instagram and Twitter.