Midas secures over 100 pieces of coverage to sell out Melanie Blake’s debut play, breaking box office records at The Lowry

Our client

Midas was hired by Blake & Squires to launch Melanie Blake’s debut play opening at The Lowry for an exclusive one-week run in September 2019. Melanie Blake is one of the most powerful female talent agents and this collaboration with Midas was a continuation from the successful PR campaign for Blake’s best-selling novel The Thunder Girls.

What they wanted us to do

The brief for The Thunder Girls play was to generate substantial press coverage, positioning The Thunder Girls as a “must see” theatre show, in order to sell-out the show’s entire run, to build awareness of the show and its future as a touring production, and create interest for the cast and creative team while also capitalising on the success of The Thunder Girls book. An important part of the campaign was to secure coverage with theatre media and identify topics central to the play such as the role of actresses over 40 years of age and working-class actors.

How we did it

Midas PR announced the cast of The Thunder Girls in stages from February to September. With one press release per cast member, Midas were able to maximise on their individual stories and careers and in turn generate more media coverage. A month before the show opened Midas released a full cast and creative release, announcing the director of the show (Joyce Branagh) where Midas secured interviews with The Stage, Theatre Weekly as well as self-penned articles on Broadway World and The New Current. Throughout the campaign, Midas set up interviews with the writer, director and cast members and released exclusive rehearsal and production images to press in the lead up to the opening.

Midas arranged a press night at The Lowry and invited national and regional critics as well as press photographers and diarists. Press night attendees included The Sun, Daily Star Sunday, The Arts Desk, Theatre Bubble, The Reviews Hub, Manchester’s Finest and Female First and many more. As the run was only a week-long, Midas arranged for press to attend throughout the duration of the run. A full auditorium and standing ovation as well as a host of brilliant reviews from The Mirror, Manchester Evening News, The Arts Desk, North West End, The Mancunion concluded the successful press campaign.

 What we achieved for them

Over the course of the campaign between February 2019 and September 2019 Midas secured over 100 pieces of individual coverage including 22 reviews across theatre and regional media, 27 pieces of coverage in theatre outlets, 50 pieces of regional coverage, 90 pieces of digital coverage, over 60 pieces of print coverage in national lifestyle and arts coverage, and 45 broadcast interviews.

Highlights include a BBC Online article which reached 22.5 million views, two pieces of coverage in The Stage including an interview with Joyce Branagh and a press night picture story, an Instagram Takeover on WhatsOnStage (64.7k followers), cast interviews on ITV This Morning, ITV Lorraine and Channel 5: The Wright Stuff and double-page features in OK Magazine, Hello Magazine, The Lady, Closer, Bella, My Weekly and New Magazine.

Key media outlets that covered The Thunder Girls include BBC News Online, Heart North West, Salford Radio, BBC Radio Manchester, BBC Radio 5 Live, BBC Radio Lancashire, Talk Radio, Gaydio Radio, The Sun, Mail Online, Daily Star, Daily Star Sunday, Daily Mirror, Female First, ITV This Morning, ITV Lorraine, Channel 5: The Wright Stuff, OK Magazine, Hello Magazine, The Lady, Closer, Bella, My Weekly, New Magazine, Entertainment Daily, The Mancunion, Canal St, Manchester’s Finest, Manchester Evening News, Lancashire life, Manchester Confidential, Daily Record, The Stage, Theatre Bubble, WhatsOnStage, The Arts Desk, British Theatre Guide, The Reviews Hub, Theatre Reviews North, Theatre Weekly, Broadway World, From Page to Stage, and Theatre News.

Midas PR’s campaign led to the Play selling out two months in advance of the play opening at The Lowry, breaking the theatre’s box office records.

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