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SPONSOR


DESCRIPTION


  


  


THE SHORTLIST


WINNER    CHATTO & WINDUS


HIGHLY COMMENDED


  CHATTO & WINDUS


    USBORNE


  TRAPEZE


  BLOOMSBURY


 BLUEBIRD





he Testaments was always going to sell in big numbers. But this campaign turned its publication into not just the literary event of the year, but a


landmark cultural moment. A strategic and holistic campaign started


with a bang-on acquisition, and drip-fed news, content and visuals to the trade and readers throughout 2019. The release in September secured enormous coverage, but PRH ensured all the print, broadcast and TV material was varied and tailored to the many different target markets for The Testaments. First-week sales topped 100,000, and further publicity gave sales a long tail that made it the bestselling hardback fiction title of the year by a distance. The campaign from Owen, Yamazaki and


Davies—two job-shares and temporary part-time support—was prepared in minute detail and dealt calmly with the challenges of co-ordinating


9


PR teams around the world and, just before publishing, a broken embargo. The trio made the most of Atwood’s limited time with spectacular events including a Waterstones midnight launch and National Theatre interview. “A masterclass in strategic thinking, media


liaison and crisis management, with gold- standard author care,” said the judges. “It brought together every skill that publicists need, under the significant pressure of handling one of the biggest books of the decade.”


 in this category is Lucie Cuthbertson-Twiggs of Chatto & Windus for her work on Invisible Women by Caroline Criado Perez. The winner here last year, she excelled again with a campaign that hooked the book into big national conversations about women and secured major-league media coverage. “A brilliantly executed campaign," said the judges.


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