THE BRIEF
Midas was appointed to deliver an intelligent, high-profile and wide-reaching campaign to raise awareness of Kuzma Vostrikov and Ajuan Song and to launch Just to Land in Tokyo.
We were tasked to reach new audiences through impactful national, sector and social media coverage. As well as driving book sales and raising the authors profiles in the UK media.
THE WORK
Following a kick-off call with Kuzma and Ajuan, we finalised a PR plan with agreed messaging, overall strategy, feature angles, and target media. We also agreed on a social media plan that included content planning, content creation and implementation, management of both Kuzma and Ajuan’s Instagram channels, as well as influencer outreach and engagement.
Our key aim was to position Just to Land in Tokyo as an art book and target arts/lifestyle media rather than the books media as they only review traditional style books. We were delighted, therefore, to have secured Photo CVs in two issues of Digital Photographer, The Arts Shelf, Citizen Femme, House Beautiful, Readers Digest, Arts & Collections, Readers Digest and Goldfoil Magazine. Another aim was to target literary publications, so we were thrilled to secure a feature in Writing.ie.
The books were hugely in demand with the press and influencers which meant we ran out of books. We ordered some more books, but these were posted just before publication day (as they were coming from New York) which therefore meant we had to be flexible about when the coverage would run.
We researched the influencers who were best placed to raise awareness and communicate the key messages around Just to Land in Tokyo. To make the content relatable to a variety of audiences, we made sure to approach content creators from a range of different sectors and platforms (Instagram, X, and TikTok), creating bespoke pitches that focused on either the literary or photographic aspects of the book.
Midas sent weekly updates and kept in regular contact with Kuzma and Ajuan throughout the campaign to make sure everyone was aligned regarding activity and conversations with the press.
We wanted to create a buzz both in the lead up to and around publication day, so we planned and implemented Instagram content around the book using pre-existing imagery, as well as briefing Kuzma and Ajuan to shoot video clips about the book and their inspirations behind it, which we edited to create engaging Instagram reels. As Kuzma and Ajuan are based in New York, the book launch had to be virtual, so we used raw footage sent over to us by the artists to create a virtual launch video that was teased and shared on Instagram to mark publication.
We are thrilled with the coverage secured for Just to Land in Tokyo and with the quantity and quality of influencer activity.
It was a privilege to work with Kuzma and Ajuan on such an enjoyable and beautiful book and we look forward to seeing the book’s success continue and hope everyone loves the book as much as we did.
THE RESULTS
We were delighted to secure Photo CV’s in two issues of Digital Photographer. Kuzma’s Photo CV will run in their March issue (On sale 15.03.24) and Ajuan’s Photo CV will run in their April issue (On sale 12.04.24)
Midas secured 7 magazines and online platform pieces of coverage in well-known publications. The coverage included Christmas gift guides, articles and features in Citizen Femme, The Arts Shelf, Writing.ie, Goldfoil Magazine, Readers Digest Arts & Collections and a competition in House Beautiful.
We were thrilled to secure posts about Just to Land in Tokyo from 18 content creators across Instagram, X, and TikTok, with a total reach of over 370K.
We received feedback from multiple different press contacts who said they were intrigued by the book but only covered books that were purely words or purely images which made it tricky to get coverage in some of the arts and literacy media.