The Brief
Midas was hired by author and life coach Simon Alexander Ong to provide publicity for the publication of his debut book, Energize (21st April). Our task was to position Energize as the leading health and wellbeing book in Spring 2022 and position Simon as an award-winning life coach. We wanted to capitalise on Simon’s high media profile and used a targeted media approach – including interviews, features, and reviews – across print, broadcast and digital outlets, business media and podcasts.
The Work
To raise awareness of this important book, we crafted a press release drawing attention to the engaging and easy-to-implement suggestions from Simon around energy management. We began pitching potential talking points and ideas for articles following a brainstorm with Simon – a collaborative approach that continued throughout the campaign period.
The feedback we received from our outreach was overall positive: journalists recognised Simon’s status as a leading life coach, and we were able to push through many opportunities that came our way. We secured a high-profile feature in the Daily Express which ran on publication day and additional syndicated coverage, which was achieved separately to the work of the in-house Penguin Business team.
Simon’s engaging speaking and writing style meant we were successful in securing several interviews across podcasts and regional radio, as well as a prominent speaking opportunity at the publishing industry’s leading trade event.
It has been a great experience working with someone so communicative and willing to try multiple approaches as Simon. We are really pleased with the level of coverage secured, as it is spread across a variety of platforms. We are especially grateful for Simon’s enthusiasm and excellent writing which meant we received really positive feedback from all the media outlets we placed content with.
The Results
Midas secured key coverage for Simon across a wide range of different outlets. We secured written features in national outlets Daily Express and Planet Mindful. The Herald, Irish News, Yahoo News, NewsChain and Evening Standard also mention Simon and the book in a piece about how to work on your mental fitness.
Midas organised a keynote talk at London Book Fair’s Author HQ for Simon Alexander Ong which was included in the daily highlights and mentioned in The Bookseller and BookBrunch. Midas also invited journalists to attend Simon’s book launch at Conduit.
A key focus of the campaign was securing podcast interviews and we managed to secure six major podcast slots for Simon Alexander Ong for The High Performance Podcast, Power Hour with Adrienne Herbert, The MidPoint with Gabby Logan, Ben Morton Podcast, Lead to Succeed Podcast and The Leadership Hacker Podcast.
We also managed to secure interviews with Simon for key regional broadcast including BBC Radio London, BBC Radio Bristol, BBC Radio Derby and BBC Radio Leeds.