The agency was awarded the account, handled last year by Amazing PR, after being invited to a competitive pitch based on the strength of its work for Latitude Festival, which it has handled for the past four years.
Midas PR has been briefed by Henley Festival to expand the audience for the festival, in line with its wider offering of arts, while keeping its existing fan base happy and developing distinct comms strands for the festival’s key cultural sectors including music, comedy, food and the arts.
The account will be led by account director Tory Lyne-Pirkis, reporting to the festival's head of marketing, Jo Bausor.
Henley Festival claims to be the only black tie festival in the UK. It attracted 26,500 visitors in 2015.