Midas PR promotes cultural diversity with The British Mosque

Our client

Historic England is the public body that champions and protects England’s historic environment, from the prehistoric to the post-War. The British Mosque: An Architectural and Social History, is the first book to provide an account of Islamic architecture in Britain, from the earliest examples in the late 19th century, to the mosques being built today. Containing over 350 never before seen photographs and illustrations from English Heritage’s rich archive, the book provides an unparalleled visual investigation into Britain’s Islamic architectural and social history. Midas was briefed to run a national media campaign for The British Mosque: An Architectural and Social History, with a focus on securing national newspaper extracts and features and broadcast interviews for Shahed Saleem as well as coverage in the wider arts and culture media.


How we did it

We highlighted to the media the fact that The British Mosque: An Architectural and Social History is written by one of the UK’s leading experts on Islamic architecture, Shahed Saleem, an architect and University lecturer and that the book shines a rare light on the evolution of Britain’s Muslim communities through the buildings they have built. By presenting this architectural narrative for the first time, Historic England is opening up a new field of study of British Islamic architecture. The future of Islamic architecture in Britain is also considered, as well as the architectural impact of the growing cultural and social diversification of Britain’s Muslim communities.

We used the content of the book which included over 350 photographs as well as an insightful foreword by prominent architectural critic and writer, Jonathan Glancey, an engaging narrative and statistical analysis of the different types of mosques, estimated to total 1500 across the country, to pitch for features, extracts and interviews with the author and targeted regional media in areas with featured mosques.


What we achieved for them

Midas secured a double page feature in The i plus extracts, feature and review coverage in 6 other national newspapers including The Times, Independent, Daily Mail, The Observer, The Guardian and Evening Standard and interviews with the author on Sky News, Al Jazeera, BBC London News, BBC 4: Front Row, Talk Radio, BBC Radio London: Robert Elms, Monocle 24 Radio and regional BBC Radio. Midas also secured coverage in a broad range of magazines (print and online) and regional newspapers including Country Life, RIBA Journal, English Buildings, Apollo, DesignCurial, Londonist, The Tablet, Asian Image, The Muslim News, The Big Issue in the North, Birmingham Mail and Scotland on Sunday.

The wide reaching PR campaign reinforced the aim of the book which was to celebrate the contribution of mosques within Britain’s complex and diverse religious landscape and bring Muslim heritage into the mainstream.

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