Dame Kelly Holmes & Audible UK: What Do I Do?

Launching Dame Kelly Holmes’ first podcast, What Do I Do? Mental Health and Me, with a broadcast media tour and front-page national placement

“I have to say this is one of the best pieces that’s been written on me in a long time” – Dame Kelly Holmes

Our client

Audible, the world’s leading provider of audio entertainment, was releasing an exclusive podcast series by Dame Kelly Holmes: What Do I Do? Mental Health and Me. What Do I Do? would mark the first podcast by double-Olympic athlete, Dame Kelly Holmes, and the first time Kelly has held the microphone as interviewer on her own show.

In What Do I Do? Kelly talks to TV personalities, writers, comedians, journalists and more about their mental health, including: TV presenter Davina McCall, comedians Eddie Izzard, Felicity Ward and Rory Bremner; Philip Pullman; transgender rights activist Munroe Bergdorf; musician Amanda Palmer; journalists Jon Ronson and Alastair Campbell.


What they wanted us to do

As part of our retained PR service for Audible UK, Midas was briefed with launching What Do I Do? with two days of Kelly’s time allocated for media interviews.

How we did it

To maximise our media time with Kelly, Midas planned one pre-launch print and online media day, and one broadcast day tour. To engage with a broad range of potential listeners, Midas focussed on podcast heartland media, including Guardian and BBC Radio 4, as well as going wider to media which less typically feature podcasts to engage new audiences, while tapping into Kelly’s fanbase and the fanbases around the guests she interviews in the series.


What we achieved for them

Midas secured a double-page front cover exclusive in Guardian’s G2, with a front cover splash; two interviews with the Daily Telegraph: If I Could See Me Now and Sports Secrets; a feature on Stylist, and an interview in HuffPost as part of their What Works for Me health series, each of which ran in the lead up to the first episode release to build anticipation. To coincide with the launch, Kelly did a broadcast tour, starting with the BBC Radio 2 Zoe Ball Breakfast Show and including Virgin Radio’s Chris Evans Show, BBC Radio 4’s Podcast Hour and Metro’s Mentally Yours mental health podcast. What Do I Do? was reviewed by Best, Express, Guardian, Chortle and featured in Fabulous’ Graph of Greatness. Kelly will also be interviewed on Fearne Cotton’s Happy Place, Elizabeth Day’s How to Fail and Intelligence Squared’s How I Found My Voice podcasts and has been invited to present an award at the British Podcast Awards.

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