Launching an ambitious and timely nature and love playground
Strategic communications planning and delivery for Horniman Museum & Gardens’ most ambitious capital project in a generation.
70
pieces of coverage
100M+
media reach
4M+
social media reach
3%+
engagement rate
7000+
shares/repost
Media relations
Events
Campaign strategy & positioning
Influencer/creator collaborations
The Brief
Midas was appointed by Horniman Museum & Gardens to plan and deliver the launch of its £10m National Lottery Heritage Funded Nature + Love project, with a focus on engaging new and hard-to-reach audiences through an integrated PR and social media campaign.
The Work
Working with multiple internal and external stakeholders and spokespeople, Midas planned an 18-month campaign to launch the Horniman’s new indoor and outdoor experiences to the public. In-depth preparation work included audience mapping and messaging development, with the campaign split into two phases: the launch of the outdoor attractions in the Horniman Gardens in 2026, and a new launch for 2027.
The Results
Building momentum with artist impressions, followed by early highlights, and museum spokespeople interviews (including onsite broadcast interviews), Midas secured 70 pieces of coverage with a combined reach of over 100m for the first stage of the campaign. Horniman spokespeople were directly quoted or interviewed in 40% of coverage, and images featured in 47% of coverage. Working with influencers and content creators amplified online engagement around the Gardens launch, with a combined social media reach of over 4m, average engagement rate of over 3%, and over 7000 shares/reposts.
