Midas tells a vanishing story
The brief: FotoLibra is the world’s first online open access photographic library, aimed at aiding the preservation of the nation’s photographic heritage. Picture library founder Gwyn Headley had previously commissioned Midas to handle several heritage projects, including launching his co-authored “Follies of England” eBooks. Midas was briefed to undertake the PR for a major national project to record Britain?s vanishing past, and worked with the client to identify fast disappearing street scenes as having national and local PR potential.
Strategy and implementation: Midas issued a ‘call to action’ to photographers to capture the unique character of Britain’s towns and cities, and especially to source photographs taken before 1980.Midas issued a national press release to the photography, heritage and specialist press inviting photographers to submit photographs of ‘ordinary’ streetscapes. The agency also pitched the photographic library’s founder, Gwyn Headley, as an expert on the subject, for bylined articles in a wide variety of media. A local press release, tailored to major UK cities, was also issued.
Results: National coverage included BBC Radio 4’s Today Programme, Daily Telegraph and Daily Mail. Local newspapers, radio and magazines including BBC Leeds, Birmingham Mail, Brighton Argus and the Yorkshire Post, were particularly receptive to the story and used the idea to champion the preservation on film of their own local streetscapes. In addition, indepth coverage of FotoLibra in key photography and history titles, including bylined articles in Readers Digest, This is England and History Today, positioned FotoLibra as expert in its field.
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