Midas delivers a well-heeled campaign for Global Footprint
The brief: Global Footprint is a Northampton- based visual arts and heritage programme, designed to celebrate the county’s shoe and boot making heritage, as part of the 2012 Cultural Olympiad. Midas was approached by Northampton County Council to showcase the county’s role in leading the industry through successive centuries, reinvigorate interest in its heritage and maximise visitor attendance to the Global Footprint events.
Strategy and implementation: Our strategy incorporated the historical, creative and socio- economic value of Northampton’s shoe and boot industry, enabling us to develop a range of feature ideas and achieve cut through across a variety of media titles. We created a custom made database of local shoe heroes and key influencers who championed the campaign, as spokespeople and success stories. In addition to general features about the industry, we masterminded a series of media relations campaigns, designed to promote each individual art installation / cultural event, to their unique audiences. This included interviews with artists, exclusive press trips to shoe factories, short fun factual stories and event listings.
Results: Midas secured a mix of coverage including an image gallery of the Northampton Museum’s shoe collection on the homepage of the Daily Mail website, The Daily Telegraph pictures of the Day and Week, Metro’s image of the Day, news stories in Mashable, Dezeen and Tech Gadget, expert comments in Huffington Post and in depth features in BBC History magazine, Family History Magazine, and Country File.
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