Midas Promotes a New Way of Life

The brief: Midas PR was appointed to launch the world?s first ever life coaching app targeting gay men and raise the profile of its founders, Adam Clark and Tony Dines from Gay Life Coach.

Strategy and implementation: Midas encouraged journalists, influential bloggers and reviewers, particularly in the gay media, to trial the app and write reviews and articles/features. We also persuaded journalists to link directly from their articles to the iTunes Store so consumers could purchase the apps with ease. In addition, we secured other articles and broadcast slots to promote the Gay Life Coach brand and the profiles of its founders whilst managing the company?s social media, particularly Twitter.

Results: The app was featured in most of the major gay magazines, including reFRESH, Bent, Out in the City, QX, DS Magazine (Hong Kong) and Advocate Magazine (USA). A regular monthly advice column was secured for Adam and Tony in leading gay publication, Gay Times. Broadcast interviews on topics such as gay sportsmen and gay men at Glastonbury were featured on BBC Radio 5 live, talkSPORT, Gaydar, Spark FM and Open FM. The app was reviewed by 148apps and Midas increased followers of the Gay Life Coach
Twitter feed from 10 to 500 followers in three months.

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