Midas PR relaunches Queen’s Park Book Festival
Queen’s Park Book Festival is a weekend celebration of the literary arts in the heart of North London. Authors, poets, actors and artists gather for a weekend of readings, talks, debates and special events throughout Queen’s Park. A non-profit organisation the committee of QPBF have a keen commitment to engaging the local community and resident and it is run in association with the Queen’s Park Area Residents Association.
What they wanted us to do
Midas PR was delighted to be appointed to work with Queen’s Park Book Festival 2018 on a three month (3 April – 2 July) consumer focused PR campaign to relaunch the festival, after a seven year hiatus, under the new directorship of Thomas du Plessis and drive consumer interest in order to put it on the cultural map. This was to be achieved by securing a variety of national and regional media coverage targeting a culturally engaged audience that highlighted the high-profile authors on the bill, and the local community talent integral to the festival, in order to ultimately drive ticket sales and awareness of the festival.
How we did it
We began the campaign by identifying QPBF’s different audiences and implemented a segmented media approach to maximise results. We created tailor made mailing lists for each of the communication channels across broadcast, print, digital media, from local London media to arts correspondents and genre and author specific lifestyle outlets. We developed specific interview hooks and talking points for the different authors appearing at the festival. Alongside this work we developed a comprehensive media matrix, dividing our PR Plan approach into several separate strands: Author Focus; Genre Focus, Local London, Events Listings and Cultural Positioning. For each strand, we developed separate feature ideas to pitch to press and with any media secured ensured that Queen’s Park Book Festival was the focus of the interview.
What we achieved for them
We successfully relaunched the Queen’s Park Book Festival, after a seven year hiatus, reaching over 13million audiences through targeted and varied media coverage and instilling a strong sense of community and ownership of the festival in the local, and surrounding, London Burroughs. As a result the festival will be returning next summer with plans already in progress as to how we can further develop the festival’s profile. Over the course of 12 weeks, Midas secured a variety of coverage including 8 piece in national print including The Guardian, Evening Standard, The Sunday Times, The Daily Telegraph, The i and The Week and 5 pieces of broadcast hitting key demographics with London Live, BBC Radio London and talkRADIO. We also secured the festival’s inclusion in a number of events listings ensuring different audiences were reached including The Pool, Time Out, The Culture Trip – where the festival was the editor’s pick of the week– Londonist, Mumsnet, FABRIC, Sheerluxe, BookBrunch, London Calling and Female First. The importance of community support for the festival was incredibly important to its success and as such regional media including Brent & Kilburn Times and Kentish Towner covered and attended some of the festival’s events.