Essex Book Festival 2019
Midas PR successfully secured a variety of national print and broadcast coverage for the 20th Essex Book Festival reaching over 12million audiences
Essex Book Festival is an independent literary festival under the directorship of Ros Green and which takes place annually through the month of March throughout the entire county.
What they wanted us to do
Midas PR was delighted to be appointed to work on the Festival’s first national consumer-focused PR campaign for a period of three months (Jan-March) to position introduce Essex Book Festival to audiences beyond its local communities, raise awareness of its USPs in contrast to other literary festivals and reshape opinion of Essex as being a city that is a cultural and creative melting pot
What we achieved for them
Overall, Midas secured 19 pieces of national coverage across print and broadcast, with an overall reach of around 12million readers and which introduced Essex Book Festival for the first time to a national audience setting the foundations for increased coverage and engagement for 2020.
Ros Green Director of Essex Book Festival: “It has been an absolute pleasure working with Midas PR. Not only have they provided an excellent service in terms of garnering substantial national media attention for us, they have taken the time to really get to know us as an organisation: to understand who and what we are, and beyond that, our very real aspirations for the future. We look forward to working with them again next year – if they’ll have us!
How we did it
This was done by taking a segmented approach to the campaign and working closely with Ros Green, director of the festival, we focussed on developing key feature and news stories based on the overarching themes for the festival. This was an effective strategy as it ensured a focus on brand building for the festival as one that was set apart from other literary festivals. As a result, we successfully secured a major national news interview with The Sunday Telegraph with Trevor Phillips from the Index on Censorship to discuss no-platforming, which was picked up by The Daily Mail and led to an interview with Sky News Sunrise. We also worked closely with Syd Moore in developing a powerful piece on breaking the Essex stereotype which ran as a double page in The Daily Mail: Femail as well as online. Further themed interviews were placed about Mother Earth and the environment, which led to a national interview with Lily Hunter-Green for BBC World Service: Click and Xinran Xue with Sky News Sunrise.
As well as the strong themes featured in the programme, we also made use of the brilliant variety of talent/speakers. We secured The Guardian:Made In with Damian Le Bas, The Week: Best Books with Melvyn Bragg and Spears: Liquid Lunch with William Clegg QC.
Due to our experience within festivals and event PR we knew the importance of securing listings and were successful in gaining coverage in both national newspapers as well as genre and digital press in order to promote the youth programme, and again the themes. This coverage was secured twice in both the inewspaper and The Sunday Times as well as The Guardian, Book Brunch, The Week, The Week Junior, Women’s Weekly, Country Life, Choice, BBC Wildlife Magazine, First News and The Crack.