Rose McGowan: BRAVE
Rose McGowan gained global recognition as a leading actress and is now best known as a feminist whistle-blower, activist and agent of change.
What they wanted us to do
Midas PR were appointed by Rose McGowan to handle her UK publicity, including for her memoir-manifesto BRAVE, the paperback of which will be published on 5 March (HQ) and the first ever 4-part UK tour.
How we did it
After the widespread coverage for the Hardback of BRAVE in 2018 and subsequent inclusion in ‘Books of the Year’ in December we approached the 2019 paperback campaign by identifying the gaps in the media, including the type of media, and audiences in order to ensure high profile coverage. This specifically focussed on securing front cover national features, interviews with high profile podcasts and alternative and feminist digital platforms and zines.
We worked closely with Rose McGowan on honing the core messages for the book and her continued work through her social activism ensuring that the focus was away from the tabloid stories about her Hollywood experiences and the Weinstein trial, as this has overshadowed the books messages, and adjusted our media targets accordingly.
Given the dual focus of the campaign we also collaborated with each of the publicity teams at the venues for her book tour and organised interviews with Rose McGowan with the core regional media in order to drive ticket sales, which included a weekend press tour in Dublin.
What we achieved for them
Overall, Midas secured 35 pieces of national coverage across print, digital and broadcast, with an overall reach of around 40 million readers, not including international reach, which propelled the paperback of Rose McGowan’s book BRAVE back into the Top #5 in celebrity biographies.
The coverage kicked off with an exclusive interview for the front cover of The Sunday Telegraph: STELLA, with further interviews following in The Guardian, The Daily Mail, iNews and Metro. Lifestyle features were also placed in magazines including Harper’s Bazaar, Glamour, Stylist, British Vogue and New Statesman and focussing on the mental health and wellbeing messages we secured interviews with Happiful and Psychologies magazines.
Broadcast interviews complimented these print pieces, including CNBC: Tania Bryer, BBC World Service, ITV: GMB, ABC (Australia) and BBC Radio 5 Live: Afternoon Edition. We reached alternative audiences by incorporating podcast interviews including; Ways to Change the World with Krishnan Guru-Murthy, Sentimental Garbage with Caroline O’Donoghue, The Sunday Salon with Alice Azania-Jarvis, Mentally Yours with Metro, I Am. I Have (Happiful), Polyester and Hot Bed Collective and alternative radio interviews including talkRADIO: Badass Woman’s Hour and Fubar Radio which enabled us to share the various important and inspirational sides to Rose’s story away from the women’s movement.
Alongside the paperback release, we also promoted BRAVE the live tour (26th April – 5th May) which had events taking place at the National Concert Hall: Dublin, Chester Storyhouse, The Lowry Salford and Southbank Centre. As a result, we did a weekend press trip to Dublin with interviews taking place with The Irish Times, The Irish Independent, IMAGE and RTE: Ray Darcy’s Saturday Evening Talk Show. As well we secured a front cover interview with The Big Issue North, Cheshire Life, and interviews with Bido Lito, amongst other regional press.