ART X Lagos
303M
international reach
33
pieces of coverage
50%
increase in visitors to the fair
The Brief
Midas worked with ART X Lagos to position it as West Africa’s leading international art fair. Midas secured 69 total pieces of coverage and a total reach of almost 529 million.
The Work
Working closely with the founder, the exhibiting artists and their galleries and management teams, we secured the maximum number of interviews and blanket coverage of the fair, including news stories, listings and previews. We identified news stories from the fair to sell into the press, and scheduled a select number of high-profile broadsheet and magazine interviews for the founder.
The Results
Our campaign delivered reach of 303 million internationally from 33 pieces of coverage, with a 50% increase in visitors to the fair. Highlights included an FT Weekend cover interview, a double-page feature in The Times and a four-page interview in Tatler. Reuters coverage reached up to 40 international publications, alongside AFP, BBC World Service, CNN and Voice of America.