Julian Lloyd Webber

Midas Public Relations created a targeted publicity campaign for Julian Lloyd Webber, with the core aim of raising public awareness of Julian’s involvement with In Harmony – the Government’s new music initiative. Funded by the Department for Children, Schools and Families, In Harmony provides youth orchestras with free tuition and free musical instruments to help raise aspiration and improve social skills in some of England’s most deprived communities. Already a world-renowned cellist, we focussed on Julian’s role as chair of In Harmony and developed his public image as a passionate spokesman for the positive power of music in education and society.

Results: Capitalising on current youth crime news stories, Midas generated coverage in the national press – including The Times, The Guardian, The Daily Telegraph and The Independent – highlighting Julian’s personal belief in youth orchestras as a method of combating society’s ills. In addition to topical interviews on national radio, we created major features in publications such as The Big Issue. These were complemented by personal profile pieces in national magazine supplements, including joint interviews with Julian’s friends, such as David Mellor.

The In Harmony project focussed on youth education; to reach out to this sector of society, we placed features with youth music bloggers and selected websites. Julian also wrote articles on youth rehabilitation through music, and recorded messages for nation-wide music education conferences and events.