The Brief
Midas promoted the largest bronze sculpture in the UK, Messenger, which was installed in front of the Theatre Royal Plymouth in 2019.
The Work
Releasing photography of the sculpture being forged along with its new name and installation dates generated blanket news coverage.
For Messenger’s arrival into Plymouth, Midas organised a press boat and orchestrated live broadcasts for BBC Breakfast, ITV: Good Morning Britain, Sky News, BBC Spotlight and ITV: South West as well as photographers from Reuters, Getty and PA.
The Results
The campaign resulted in 590 pieces of coverage and over 154.85million page impressions. Highlights included the Today Programme, two BBC Radio 4: Front Row interviews, a double page spread in The Guardian, an Evening Standard Cartoon, inclusion on BBC Radio 4’s Sorry I Haven’t a Clue, and in The Times newspaper’s Easter Quiz.