The Brief
Midas was hired to provide media support for DESIblitz Literature Festival 2021, commencing with the programme announcement on 4 August and culminating with the festival’s end on 1 October. The campaign’s key objectives were to run a high-profile PR campaign that raised awareness for the festival beyond a British Asian audience; to put DESIblitz on the map as the UK’s leading book festival for writers of South Asian descent; to stimulate interest that would encourage young British Asian people to take up reading while also driving ticket sales; and, lastly, to position the festival as a key part of the UK Literary Festival scene.
The Results
Our activity saw 90% of coverage was in mainstream media (vs. British Asian media), in outlets such as Waitrose Weekend, Primary Times & MSN News. 44 pieces of secured coverage, 57% of media coverage had national reach.
Media quotes
- “The DESIblitz Literature Festival first started in 2017 and gave a space for writers of South Asian descent to express their creativity and feel inspired by the way other South Asian writers have contributed to the literary canon across the world.” – BIRMINGHAM MAIL
- “The festival sees as part of its mission encouraging the work younger South Asians, and the September programming is devised to feature 18 writers and thinkers of South Asian descent, in conjunction with workshops, panel events, and poetry readings.” – PUBLISHING PERSPECTIVES
- “The DESIblitz Literature Festival 2021 is the UK’s leading South Asian Literature Festival.” – BOOKBRUNCH
- “The DESIblitz Literature Festival is returning to Birmingham for its third year this September, showcasing the work of the UK’s leading British South Asian literary talent.” – THE BOOKSELLER
- “It provides a much-needed programme of author events, workshops, performances and panel discussions, showcasing the work of British South Asian authors and poets, and international writers with South Asian heritage.”- ASIAN IMAGE
- “It was full of challenging and inspiring messages but what really stood out was that the inclusion of more diverse authors in children’s literature is a team effort for a shared gain – we all have a responsibility.” – PRIMARY TIMES
- “There is so much going on with DESIblitz this year, including some fascinating conversations.” – BBC RADIO SHROPSHIRE
- “A celebration of remarkable writing talent coming out of South Asia.” – MY HERO
- “When you think of South Asian writers you often think of work that is very much rooted in our cultural heritage and diaspora experience but this festival has crime, comedy, satire, history and so it has something for everyone.” – BBC RADIO LONDON
- “This is a great opportunity to hear from people you don’t already hear from at mainstream literature festivals – it’s great for writers but it’s also great for readers… It’s an opportunity to discover new voices and people you might not have heard of.” – BBC RADIO LEICESTER
