Launching a new literary festival through cultural PR strategy
Building a national profile for a new Scottish literary festival in the heart of London.
40
pieces of coverage
92M+
total reach
8
reviews in The Scotsman
6
interviews on national and regional broadcast stations
13
lifestyle and current affairs pieces
3
national press hits
Media relations
Campaign strategy & positioning
Events, awards and cultural moments
Talent management, red carpet and photo calls
The Brief
MIDAS was tasked by Scots in London with building national profile for their first-ever St Andrew's Book Festival, a new Scottish literary celebration launching in London. Our brief was to establish the event as a credible addition to the UK literary landscape, driving awareness, ticket sales and Scottish cultural identity across national media.
The Work
We built a tailored campaign spotlighting the festival's line-up and Scottish identity, targeting national, London and Scottish press. We secured broadcast interviews with BBC Radio Scotland, Times Radio and BBC Radio London, and eight reviews and interviews with The Scotsman who became our powerful media partner. We placed coverage in national, lifestyle, children's and trade titles, supported by social amplification and alumni network outreach.
The Results
We delivered a confident well-reviewed festival debut, amplifying its profile across Scotland and London. Broadcast presence and press coverage established a foundation for the festival's growth as an annual literary fixture in the capital.