Making the Headlines: Silver Swans at the Royal Academy of Dance

Silver Swans, was a campaign run by the Royal Academy of Dance to launch a new programme of classes, specifically designed for over-55s, nationwide across the UK and US. Backed by the RAD’s Dance for Lifelong Wellbeing research, which found that older adults that danced had improved confidence, balance and flexibility, the classes were led by trained Silver Swan teachers, and were designed to ease aliments more commonly associated with aging.

Midas PR was appointed to raise awareness of the campaign through a variety of mediums, highlight the need for an accredited Silver Swan teacher, and drive traffic to the Silver Swan website, with the intent of encouraging visitors to register for the nationwide classes.

Midas delivered a national, broadcast, regional and trade campaign, using Silver Swan Ambassador, Angela Rippon as the spokesperson. Highlights included a live broadcast from a Silver Swan class at RAD HQ on BBC Breakfast, appearances on ITV and Channel Five News, over 20 regional interviews on BBC GNS, a full-page feature in The Daily Telegraph in print and online, as well as regional and trade coverage.

The objectives aligned at the beginning of the campaign were achieved, with an over-subscribed event for Silver Sunday, over 100 people added to the mailing list to find out more about the future of Silver Swans training and over 100 people added to the consumer-facing list to find out more about classes coming to their area; all by 11am on the day of launch.

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