Midas PR makes Hay (while the rain falls?)

The brief: To elevate Hay Festival Wales’ press coverage above and beyond media partners Sky Arts and the The Daily Telegraph to reach a broad audience; to celebrate 25 years of Hay Festival Wales.

Strategy and implementation: As Hay Festival 2012 coincided with the nationwide Jubilee celebrations we knew we would need some big stories to ensure media penetration. We worked closely with festival director Peter Florence to identify key angles from the
programme content, and we also liaised with publishers to amplify any author
announcements made at the festival, such as Ian Rankin?s return of Inspector Rebus which
achieved global news coverage. We invited key literary and arts contacts across the media
to ensure day-to-day write ups and worked closely with journalists using Twitter to send
short, timely updates of festival news.

Results: Hay Festival Wales featured in ten national newspapers, with multiple stories in The Guardian, The Independent, The Independent on Sunday and Daily Mail, in addition to festival sponsor the The Daily Telegraph. The online editions published original content giving a broad spectrum of national coverage throughout the festival. Local paper the Western Mail devoted a daily double page spread to the festival along with additional content online, a magazine cover and festival previews throughout May. The Hereford Times ran a weekly double page. In the trade press, we saw Hay ?homepage takeovers? on The Bookseller and We Love This Book with daily content filed live from the festival. Broadcast highlights include four items on BBC Radio 4’s Today, The World Tonight, BBC Radio 3, BBC Radio 2’s Arts Show, BBC World Service and The Strand, along with many hits on local station BBC Hereford & Worcester and BBC Radio Wales. Online, we secured stories on major news sites such as BBC.co.uk, Guardian.co.uk andculture blogs such as the Huffington Post and iD Magazine.