Midas launches Messenger – The UK’s largest Bronze Sculpture
Commissioned by the Theatre Royal Plymouth as part of a £7.5million regeneration project which saw the theatre reopened in 2013, “Messenger” was installed in front of the Theatre Royal Plymouth on March 18th 2019.
Following a negative reception of the sculpture locally, Midas PR was brought in to generate positive press coverage for the monumental sculpture to change hearts and minds, both in Plymouth and nationally, presenting the sculpture as a monument to the power of creativity and a positive part of the regeneration of Plymouth leading up to Mayflower 2020.
Our strategy included branding Messenger the “largest” bronze sculpture in the UK to generate news coverage, creating positive comparisons between Messenger and Antony Gormley’s Angel of the North, creating a diversity message around the sculpture as a strong dynamic woman and the importance of the representation of women in public, as well as driving excitement around the sheer scale of the sculpture.
Our campaign tactics included organising a press trip to the foundry where Messenger was being forged. We released exclusive photos of the sculpture being forged to announce the sculpture’s new name and installation dates in November, this generated blanket news coverage five months ahead of installation. For Messenger’s arrival into Plymouth by boat, we organised a press boat that would shadow Messenger’s arrival, orchestrating live broadcasts for BBC Breakfast, ITV: Good Morning Britain, Sky News, BBC Spotlight and ITV: South West as well as photographers from Reuters, Getty and PA leading to blanket newspaper coverage the next day.
Overall the PR campaign resulted in 590 pieces of coverage, an audience reach of 63.52million, and over 154.85million page impressions. Highlights included the Today Programme, two Front Row interviews, a double page spread in The Guardian, an Evening Standard Cartoon and inclusion on BBC Radio 4’s Sorry I Haven’t a Clue, and in The Times newspaper’s Easter Quiz.