The Brief
Midas was delighted to be retained to promote the Cliveden Literary Festival in 2024.
Midas worked to raise the profile of this truly unique festival and support ticket sales by placing coverage across national, lifestyle, trade and regional media.
The Work
Key campaign objectives included:
- Create buzz and excitement around the Programme announcement, and anticipation for this year’s Festival
- Generate timely and impactful publicity, including listings in consumer and trade press plus broadcast coverage, that ultimately drives ticket sales
- Drive reach, engagement and box office sales with an emphasis on pre-festival coverage
- Cement and continue to grow Cliveden Literary Festival’s reputation as one of the UK’s leading boutique festivals
- Support Cliveden Literary Festival team in continuing to build relationships across the publishing industry and media
- Ensuring attendance from key diarists and journalists to cover the festival
- Work closely with photo wires attending the Festival and Cliveden’s in-house photographer to place photo-led news stories
The Results:
Overall, in 2024 89 pieces of coverage ran across print and digital – an uplift of 7.23% in terms of coverage volume – with an overall potential audience reach of 880,183,145 (total circulation/monthly unique users) – an uplift of 1,287.19% in terms of audience reach.
Coverage included: 25 mentions in the national press; 38 pieces of lifestyle/current affairs/luxury/travel coverage; and 24 regional news items.
Coverage highlights included:
- News stories in: The Sunday Times, The Times, The Sunday Telegraph, The Telegraph, Daily Mail, Metro and Evening Standard
- Diary stories in: The Times and The London Standard
- Feature stories in: Country & Town House, ELLE UK, ELLE Australia, Tatler and The Catholic Herald
- Listings in: Good Housekeeping, Country & Town House, The Week, National Geographic Traveller, The Vaizey View, Muddy Stilettos Berkshire, The People’s Friend, Homes & Antiques and Premier Magazine
- Regional coverage in: Scottish Daily Mail, Bucks Free Press, Slough Express, Maidenhead Advertiser and Windsor & Eton Express
This campaign was led by Jane Lau and Georgina Moore