Promoting Prestige: launching Simon Annand’s exhibition at Lawrence Batley Theatre

We were briefed to launch a new exhibition showcasing 35 years of Simon Annand’s photographic work, while also coinciding with the theatre’s 25th anniversary in autumn 2019.

Our key objectives included generating high quality ‘mainstream’ national media coverage around the exhibition, arranging a press view, securing news stories and features on Simon’s photography, driving footfall to the theatre and exhibition space, raising the general profile of Lawrence Batley Theatre as a prestigious theatre in the North East of England,

The Work

We announced The Half to all media in July 2019 with a front cover photo story in The Times, and secured features across print, digital, international, arts and lifestyle media as well as several pieces of broadcast both nationally and internationally in the lead up to the exhibition’s opening on 5th September 2019.

Midas worked closely with Simon Annand and the team at Lawrence Batley Theatre to maximise exclusive photographic content, securing a number of photo-led features in The Telegraph, BBC Online, the Guardian and Express to coincide with the opening.

Our team arranged a press view ahead of the exhibition opening to the public, inviting photographers, critics and broadcast journalists. During the press view, Midas arranged for BBC Look North News to film interviews with Simon Annand and Henry Filloux-Bennett; this footage was shared with BBC News Breakfast.

The Results

Over the course of the two-month campaign between July 2019 and September 2019 we generated a reach of over 100 million with 87 pieces of individual coverage including 40 pieces of regional coverage, 28 pieces of print coverage in national lifestyle and arts coverage, seven pieces of national newspaper print coverage, and 19 pieces of broadcast coverage. Highlights include The Times front cover photo story, a BBC Online article which reached 22.5 million views and the BBC Breakfast News interview aired to over 16 million people in the UK.

All of our coverage amped up the footfall of the exhibition and significantly raised the profile of both the theatre and Simon Annand.