Just to Land in Tokyo by Kuzma Vostrikov and Ajuan Song

The Brief 

 Midas was appointed to deliver an intelligent, high-profile and wide-reaching campaign to raise awareness of Kuzma Vostrikov and Ajuan Song and to launch Just to Land in Tokyo.

We were tasked to reach new audiences through impactful national, sector and social media coverage. As well as driving book sales and raising the authors profiles in the UK media.


The Work 

We researched the influencers who were best placed to raise awareness and communicate the key messages around Just to Land in Tokyo. To make the content relatable to a variety of audiences, we made sure to approach content creators from a range of different sectors and platforms (Instagram, X, and TikTok), creating bespoke pitches that focused on either the literary or photographic aspects of the book.

We wanted to create a buzz both in the lead up to and around publication day, so we planned and implemented Instagram content around the book using pre-existing imagery, as well as briefing Kuzma and Ajuan to shoot video clips about the book and their inspirations behind it, which we edited to create engaging Instagram reels. As Kuzma and Ajuan are based in New York, the book launch had to be virtual, so we used raw footage sent over to us by the artists to create a virtual launch video that was teased and shared on Instagram to mark publication.


The Results 

We were delighted to secure Photo CV’s in two issues of Digital Photographer. Kuzma’s Photo CV will run in their February issue and Ajuan’s Photo CV will run in their April issue.

Midas secured 7 magazines and online platform pieces of coverage in well-known publications. The coverage included Christmas gift guides, articles and features in Citizen Femme, The Arts Shelf, Writing.ie, Goldfoil Magazine, Readers Digest, Arts & Collections, and a competition in House Beautiful.

We were thrilled to secure posts about Just to Land in Tokyo from 18 content creators across Instagram, X, and TikTok, with a total reach of over 370K.