“This is an absorbing account of acting in [the] smash-hit musical Hamilton.” – The Bookseller
The Brief
Midas was hired by Nick Hern Books to deliver an impactful publicity campaign for the book launch of Hamilton and Me: An Actor’s Journal by Giles Terera. Our brief was to generate a buzz to drive ticket sales around publication on 1st July. To achieve this, Midas set out to pitch Hamilton and Me as one of 2021’s most exciting books and a must-read for anyone interested (personally and professionally) in the arts and theatre. Midas pitched interviews with Giles Terera, book reviews, listings and news stories to national press across print, digital and broadcast outlets. We used theatre, literary, lifestyle, luxury, BAME, LGBTQ and real-life angles to show the relevance of the book to the news, culture and lifestyle agenda.
The Work
Midas began the campaign for Hamilton and Me in March, working closely with Giles and the team at Nick Hern Books to create a refreshed press release, framing it as the most exciting book of 2021 written by one of the UK’s leading Olivier-Award winning actors which featured a rare account of the smash-hit musical phenomenon. Having initially pitched for an exclusive interview – which we confirmed in The Observer – as well as long-lead media outlets, the press release was sent to all media under an embargo for 1st July. We pitched Giles Terera for interviews across print and digital media, securing the likes of The Guardian, Hello Magazine and Time Out. Additionally, the broadcast pickup was fantastic and we were able to secure interviews with Giles on Magic FM, LBC, BBC Radio London, Sky News, ITV London News, BBC Radio 4: Front Row and BBC Radio 3: In Tune as well as Times Radio and Talk Radio. Securing reviews of Hamilton and Me was a fundamental part of the PR Campaign and as part of this outreach, we arranged a specialised blog tour for the book to run from 1st July. Midas created a comprehensive interview schedule that was shared with Giles and the wider team. In addition, we sent weekly updates detailing the progress of our conversations with the media (coverage secured is detailed in the summary below).
The Results
Midas secured 82 pieced of coverage in total including 12 pieces of national newspaper coverage, 14 pieces of print coverage across national newspapers and magazines, 17 pieces of broadcast and 52 pieces of digital coverage.
Media highlights included: The Telegraph, The Sunday Times, The Observer, The Guardian, Metro, Hello! Magazine, Time Out, BBC Radio 2: Elaine Paige, BBC Radio 4: Book of the Week, Magic FM, LBC, Gaydio, , Sky News, ITV London News, BBC Radio 4: Front Row, BBC Radio 3: In Tune as well as Times Radio and talkRADIO.
Other coverage highlights included: Waitrose Weekend, Radio Times, The Sunday Post, The Daily Mail, LBC, BBC Radio London and London Live.
Quality industry media coverage highlights included: The Bookseller, WhatsOnStage, British Theatre Guide, Everything Theatre, Theatre Weekly, West End Wilma, Musical Theatre Review, Theatre News, The Reviews Hub, Pocket Size Theatre, Theatre Wise, and Broadway World amongst others.
“The Hamilton star shares his step-by-step experiences of appearing in the hit West End show in his first book.” – Hello Magazine
“This is an absorbing account of acting in [the] smash-hit musical Hamilton.” – The Bookseller
This is a thoroughly readable journal of an actor’s voyage through the rough and the smooth….This book is an absolute must for the millions of Hamilton fans out there… All written with an openness and honesty that comes through on every page. Brilliant.” – Musical Theatre Review
“Hamilton and Me: An Actor’s Journal offers something seldom understood by audiences and readers, the metamorphic journey undertaken, stripped back of method acting or gimmick, and the chance to not only be in the ‘room where it happens’ but also to smell the sweat, feel the pulsing hearts and hear the resonance.” – The Reviews Hub
“More than just a good read, this book isn’t just for Hamilfans… Don’t throw away your shot to read this excellent book – grab a copy today.” – Everything Theatre
