Midas broadens literary horizons for Asia House

The brief: Midas was appointed by Asia House to work closely with festival director, Adrienne Loftus Parkins, to increase awareness of Asia House and the Asia House Festival of Asian Literature in the UK media across all channels – print, broadcast and online – in order to establish the festival as the ?go to? experts on Pan-Asian writing, expand the audience and to increase their credibility with publishers and authors.

Strategy and implementation: We identified newsworthy publicity angles, themes and feature ideas around the programme of events, and – along with festival director Adrienne Loftus Parkins – established a pool of willing spokespeople from the participating authors for broadcast and print interview. We secured interviews and first person articles in key broadsheets and cultural publications in order to reach a relevant audience, and in
doing so raised awareness for the festival amongst the literary and culture editors. In the
Asian press we maximised the involvement of popular authors like Hardeep Singh Kohli to
ensure listings across key media outlets, off and online.

Results: We achieved listings in The Times, Sunday Times Culture, Guardian Review, Guardian Guide, Independent Radar, The National, Londonist, All in London, Culture 360 and across Asian media including Eastern Eye, Daily Jang, Blow Up Bhangra, The UK Asian
and BBC Asian Network. Coverage also included a feature on contemporary Asian fiction in The Big Issue; a feature on Persian poetry on Guardian.co.uk?s Comment is Free and an extract in the Financial Times. Interviews ran in the Sunday Telegraph Seven, The Week and on BBC Radio London.

_Comment on this post

You must be logged in to post a comment.