Midas PR secure broad national coverage for the 20th Essex Book Festival

Midas PR was delighted to be appointed to work on Essex Book Festival’s first national consumer-focused PR campaign for a period of three months (Jan-March). Our objectives were to introduce the Festival to audiences beyond its local communities, raise awareness of its USPs in contrast to other literary festivals and reshape opinion of Essex as being a city that is a cultural and creative melting pot as well as celebrate it’s 20th anniversary.

Overall, Midas secured 19 pieces of national coverage across print and broadcast, with an overall reach of around 12 million readers and which introduced Essex Book Festival for the first time to a national audience setting the foundations for increased coverage and engagement for the 2020 programme, which we’re thrilled to be working on.

We successfully secured a major national news interview with The Sunday Telegraph  with Trevor Phillips from the Index on Censorship to discuss no-platforming, which was picked up by The Daily Mail and led to an interview with Sky News Sunrise. We also worked closely with local author Syd Moore in developing a powerful piece on breaking the Essex stereotype which ran as a double page in The Daily Mail: Femail as well as online. Further themed interviews were placed about Mother Earth and the environment, which led to a national interview with artist in residence Lily Hunter-Green for BBC World Service: Click and author Xinran Xue with Sky News Sunrise.

As well as the strong themes featured in the programme, we also made use of the brilliant variety of talent/speakers. We secured The Guardian: Made In with Damian Le Bas, The Week: Best Books with Melvyn Bragg and Spears: Liquid Lunch with William Clegg QC.

Listings for the fesitval were also secured in both national newspapers as well as genre and digital press in order to promote the youth programme, and key themes. This coverage was secured twice in both the inewspaper and The Sunday Times as well as The Guardian, Book Brunch, The Week, The Week Junior, Women’s Weekly, Country Life, Choice, BBC Wildlife Magazine, First News and The Crack.

Overall the Essex Book Festival were thrilled with the campaign and have engaged Midas PR to continue to work with them and the promotion for the 2020 festival next March.


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