Global attention for a world-leading literary prize
An international campaign celebrating prize recipients and a flagship Yale festival.
Media relations
Events
Campaign strategy & positioning
Influencer/creator collaborations
Over 200 pieces of coverage worldwide
Estimated reach of over 50 million
The Brief
Midas was appointed to deliver an international PR campaign for the Windham-Campbell Prizes 2025 recipient announcement and Fall Festival at Yale. The campaign aimed to raise global awareness of both moments while strengthening the prizes’ reputation as one of the world’s most prestigious and life-changing literary awards, reaching established cultural commentators and new audiences alike.
The Work
Midas developed a year-round strategy centred on the March recipient announcement. Following the selection of the eight winners, we conducted individual briefings, created tailored media materials and identified newsworthy angles linked to each recipient’s work and profile.
We produced targeted press lists, crafted announcement materials highlighting shared themes across the winners’ writing and organised embargoed media briefings in London and New York. These events provided key journalists with early access to the story and helped generate momentum ahead of the public announcement.
International outreach was a central focus. We secured coverage in leading UK and US outlets, including a major Associated Press feature, while also targeting media in countries connected to individual recipients. For the Fall Festival, we hosted prominent arts and books journalists at Yale, supporting onsite media activity and content creation.
The Results
The campaign generated more than 200 pieces of coverage worldwide, reaching an estimated audience of over 50 million. Coverage spanned print, broadcast, online and newsletters, engaging both literary specialists and mainstream audiences. The campaign strengthened the global profile of the Windham-Campbell Prizes and reinforced their status as a leading force in the international literary landscape.