Midas generated a reach of over 100 million with 87 pieces of individual coverage for Simon Annand: The Half at Lawrence Batley Theatre

Our client

Midas was hired by Lawrence Batley Theatre (LBT) – a multi-arts organisation in Huddersfield – to launch a new exhibition of photographs by renowned theatre photographer Simon Annand. The theatre celebrated its 25th anniversary in autumn 2019 and is the home of live performance in Huddersfield, and for Kirklees, serving a population the size of a small city. With a wide-ranging year-round programme of in-house and visiting productions, LBT honour and continue the story of a theatre demanded and founded by a community which had the vision to know what a difference art makes.

What they wanted us to do

Midas was briefed to launch a new exhibition showcasing 35 years of Simon Annand’s photographic work, while also coinciding with the theatre’s 25th anniversary in autumn 2019. Key objectives included generating high quality ‘mainstream’ national media coverage around the exhibition, arranging a press view, raising the general profile of Lawrence Batley Theatre as a prestigious theatre in the North East of England, securing news stories and features on Simon’s photography, driving footfall to the theatre and exhibition space.

How we did it

Midas PR announced The Half to all media in July 2019 and had a persistent approach in the lead up to the exhibition opening on 5th September 2019 to secure features across print, digital, international, arts and lifestyle media as well as several pieces of broadcast both nationally and internationally.

After the announcement in July, where Midas secured a front cover photo story in The Times,  Midas worked closely with Simon Annand and the team at Lawrence Batley Theatre to maximise exclusive photographic content and in doing so secured a number of photo-led features in The Telegraph, BBC Online, The Guardian and The Express to coincide with the exhibition’s opening. This amped up the footfall of the exhibition and significantly raised the profile of both the theatre and Simon Annand.

Midas arranged a press view ahead of the exhibition opening to the public and invited photographers, critics and broadcast journalists. During the press view, Midas arranged for BBC Look North News to come along to film and interview Simon Annand and Henry Filloux-Bennett: the footage for this was shared with BBC News Breakfast programmes
and was aired to over 16 million people in the UK.

What we achieved for them

Over the course of the two month campaign between July 2019 and September 2019 Midas generated a reach of over 100 million with 87 pieces of individual coverage including 40 pieces of regional coverage, 28 pieces of print coverage in national lifestyle and arts coverage, 7 pieces of national newspaper print coverage, and 19 pieces of broadcast coverage. Highlights include The Times front cover photo story and BBC Online article which reached 22.5 million views.

Key media outlets that covered The Half include BBC News Online, The Times, The Guardian, The Daily Telegraph, Evening Standard, Mail on Sunday’s Event Magazine, Mail Online, The Guardian Guide, The Sunday Telegraph, The Express, BBC Breakfast, Sky News, Arts & Collections, Photography News, Art Week, Art Rabbit, Creative Boom, Grazia, Country and Town House, British Travel Journal, Yours Magazine, Timeless Travels Magazine, The Upcoming, Culture Whisper, The Stage, The Blog of Theatre, Sardines Magazine, From Page to Stage and Broadway World.


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