Bryan Adams: Wounded

The brief: ITN journalist Caroline Froggatt and singer turned photographer Bryan Adams teamed up to publish Wounded: The Legacy of War – a collection of photographs and first person accounts from British servicemen and women who cheated death whilst serving their country in Iraq and Afghanistan. Midas was briefed to organise a launch party at the National Portrait Gallery (NPG) on November 11th 2013 and to run a high profile publicity campaign for the book.

Strategy and implementation: The aim of the book was to raise awareness for the plight of wounded soldiers who still have to live with the impact of war. We therefore planned for coverage to run over Remembrance Sunday and Armistice Day when the book would have the strongest appeal to the media. Midas worked closely with three of the featured soldiers to ensure that wherever possible they could be interviewed alongside Bryan for both print and broadcast opportunities. Additionally Midas worked closely with the charities being supported by the book. Bryan’s availability was limited so Midas created a two day back to back schedule of interviews which would prioritise broadcast programmes with the highest viewing figures – The One Show, and those with the biggest conversion to book sales – ITV1 Lorraine, as well as securing exclusive newspaper features that would have the biggest reach, The Sunday Times & The Mail on Sunday. Midas handled the guest list for the launch at the NPG with invites going to over 400 guests including members of the Royal Family and stars of screen and stage. At the event itself Midas staffed the guest list and ensured that photographers and diarists were able to get time with Bryan, servicemen and celebrity guests including Hugh Grant and L’Wren Scott for diary features the following day.

Results: The first print run of 5000 copies (RRP £50) sold out between publication on 11th November and Christmas 2013. Midas secured the front cover of The Sunday Times Magazine on Remembrance Sunday as well as the lead photographic feature which was then discussed during BBC One TV’s The Andrew Marr Show. The Mail on Sunday ran a double page feature written by Bryan, The Independent on Sunday ran a double page feature and the Financial Times ran an interview. On publication day, Bryan appeared on BBC Radio 5 Live Breakfast, Lorraine on ITV1, Sky News at lunchtime, Front Row on BBC Radio 4, the BBC News Channel at 5pm, BFBS TV & Radio and CTV in Canada, all with a serviceman featured in the book. Bryan also appeared on The One Show with a serviceman, on the Claudia Winkelman Show for BBC Radio 2 and on ITV News at 10 following the X Factor Remembrance Day special. The launch party was attended by over 30 journalists and diary stories ran in The Daily Telegraph, Evening Standard, Daily Mail, Mirror and OK Magazine. Online interviews ran on The Huffington Post, BBC News Arts, The Daily Beast, and photo newswire Rex Features.

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