Making the Headlines: Long Way Back by Charley Boorman
In February 2016, motorcycle adventurer Charley Boorman suffered a major road traffic accident in Portugal. Having spent all of his life on some form of motorbike, his world came crashing down. Told in his own words Long Way Back is both a story of Charley’s recovery back to health and the story of a life lived without fear. Long Way Back was published by travel publishers AA Publishing in May 2017.
Midas was briefed to run a UK and Irish national media campaign for Long Way Back, with a focus on securing national newspaper and broadcast interviews for Charley as well as coverage in the motorcycle media and appearances at key literary festivals.
Midas ran an embargoed PR campaign to ensure that all coverage ran on or after the 1st of May to provide maximum impact for the book. Midas secured three days of Charley’s time at the start of April when Charlie did back to back telephone interviews and face to face interviews with photo shoots for lifestyle and motorcycle print media. The week of publication, Midas put together a UK and Irish broadcast interview schedule which saw Charley doing three days of UK broadcast interviews and then flying to Dublin for 2 days of Irish broadcast interviews and book signings. Midas arranged Charley’s transport and travel for all broadcast interviews. Midas set up a book launch for Charley at The Bike Shed in Shoreditch, managing the guest list in the run up to the launch and on the night.
Broadcast coverage included Chris Evans Breakfast Show, BBC Radio 4: Saturday Live, Radio Five Live: Afternoon ITV 1: Good Morning Britain, Channel 5: The Wright Stuff. Newspaper interviews included The Daily Telegraph, Metro, Mail on Sunday, Daily Mirror, Daily Express. Magazine highlights included interviews in The Radio Times, BBC Countryfile, Country & Townhouse, Saga, The Big Issue.
Motorcycle media coverage included front cover interview in Rider, as well as interviews with MCN, 100% Biker, Visordown, RiDE, Motorcycle Rider. Irish National coverage included TV3: Ireland AM and TV3: The Six o’Clock Show, RTE 1, RTE 2FM, Today FM, Newstalk, Irish Daily Mail, The Irish Times, The Irish Sun, Irish Independent, Irish Tatler Man. Literary Festivals included: Cheltenham, Bath, Edinburgh, Ways With Words.