SPONSOR


DESCRIPTION  


MARKETING STRATEGY OF THE YEAR


OVERVIEW Although the pandemic wrecked  laid marketing plans     more time online  campaigns capitalised   readers. In-person marketing will return  teams have learned some valuable digital  awareness and making connections.


TOM NOBLE & LUCY CAMERON Reaching new readers with bookshops closed and events cancelled is tough, yet Orion made its marketing for Ian Rankin’s A Song for the Dark Times more female-friendly, creatively building pre-orders, and promoting extensively with Waterstones.


GEORGIA TAYLOR & ELLIE HUDSON It was hard to miss Richard Osman’s The Thursday Murder Club in 2020, thanks to Penguin General’s superb campaign. Starting right from acquisition and working out from his TV and social media profile, it has created an author mega-brand for years to come.


JOANN OLNEY & STEVIE HOPWOOD Usborne went all-out to make Jenny Pearson’s The Super Miraculous Journey of Freddie Yates its biggest fiction release yet. Proofs, bookshop visits, school samplers and point of sale built a trade buzz, before coverage across kids’ media and a YouTube campaign.


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AMELIA FAIRNEY & ROSE POOLE Barack Obama’s A Promised Land was keenly anticipated, but Penguin General had barely two months to mount a campaign for it. A busy news cycle and Obama’s absence added pressure, but creative digital, retailer and audio work delivered 400,000+ sales.


AMY FULWOOD A translated Korean début literary novel was a tough sell, especially with no author access. Simon & Schuster rose to the challenge through effec- tive use of outdoor and social media ads and collaborated with Waterstones to exceed expectations for Cho Nam-Joo’s Kim Jiyoung, Born 1982.


KATE NEILAN Vintage’s campaign for The Roasting Tin Around the World cemented Rukmini Iyer as a distinctive brand in the ultra- competitive cookbook sector. It used data-driven strategies to grow her core market of families and young profession- als, via colourful content on Instagram in particular.


ALICE SHORTLAND Canongate added fiction to Matt Haig’s conquering of non- fiction and children’s markets with a strong campaign for The Midnight Library that targeted Waterstones and indies. It spent three weeks atop of the hardback fiction chart, and the paperback topped The Bookseller’s Official UK Top 50.


JESSIE SULLIVAN Head of Zeus’ e-book lockdown promotion was a nimble response to the shutdown of physical shops and the surge of people reading digitally through the lockdowns. On a modest budget, it made very smart use of consumer data to identify which titles to target and how.


MATT CLACHER, LINDSAY TERRELL & OLIVIA MARSDEN Hilary Mantel’s The Mirror and the Light was always going to be a big deal, but this campaign made it an event. There was mass advertising, powerful partnerships and a projection onto the Tower of London, and HC exercised its digital nous.


JOANNA ROSE, JANET ASPEY & JEN CALLAHAN-PACKER HQ’s campaign for Caroline Hirons’ Skincare went beyond the trade to reach occasional buyers. Facebook and Instagram activity, major magazine promotions and a prime-time ITV ad helped it to sell more than 150,000 units.


TRANSLATED NOVEL WAS A SUCCESS LAST YEAR AGAINST THE ODDS


CHO NAM-JOOS


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