Swansea University International Dylan Thomas Prize 2019
Midas secures 113 pieces of coverage across print, broadcast, digital and social platforms reaching over 35million in international audiences
Midas PR were delighted to be retained by Swansea University International Dylan Thomas Prize for the second year running to work on raising the profile of the incredible prize for young writers during a targeted 5-month campaign from 3rd January -31st May 2019.
What they wanted us to do
Building on the success of the 2018 campaign the objectives were to continue to raise the profile of the International Dylan Thomas Prize and reinforce it as a key date in the literary calendar, increase national media print, ensure coverage reinforced the key messages around the prize and highlight the DylanED as an ongoing, successful initiative that engages the Welsh community with its literary and cultural.
How We Did It
To build the overall profile of the campaign within the books & publishing trade we placed 13 trade news stories across the five months to ensure the longlist, shortlist and winner’s announcements were covered. We also secured engagement with national newspapers and inclusion of the Prize in their literary preview for 2019 (published in December).
Working closely with the client we crafted strong news and feature stories to support the partnership with Swansea University including the announcement of their new English Dylan Thomas Prize module focussing on the diversity and international scope of the syllabus, this story was picked up by the Guardian and was re-published in the Daily Mail. Further to this, we ensured early cooperation with the publishing and publicity team for each of the longlisted authors, ascertaining key media angles and author’s availability to ensure we were targeting the full scope of genre, regional and international media coverage for the prize.
We explored different strategies to ensure digital engagement for the prize in order to reach younger audiences and secured over 40 pieces of coverage on wider and more diverse platforms as well as the major online platforms including three news stories on BBC News. We also set up and ran a book blog and bookstagram tour for the longlist titles as well as working with bloggers to run news stories on the longlist announcement.
What we achieved for them
Overall Midas PR secured 113 pieces of coverage across print, broadcast, digital and social platforms reaching over 35million in international audiences. Midas secured 16 pieces of national print coverage including seven news stories, inclusion in a literary preview, two high profile author interviews and six profile building slots. This result meant that we secured over double the coverage compared to last year’s campaign. In addition, we secured 9 broadcast interviews, 3 national magazine print pieces, over 40 digital pieces and 13 trade stories.