Winner: Alison Barrow for The Girl on the Train (Transworld)
This book has become a phenomenon; the highest selling hardback of the year so far and the first adult fiction title by a debut (under their own name) to be number one in hardback. The publicity campaign was undeniably a major driving force behind this with a clever combination of mainstream national press coverage while also engaging bloggers and spurring on a word-of-mouth campaign that reaped many rewards by the communities who felt ownership over the book’s success. Alison capitalised on the natural theme of travel for her campaign utilising the Books on the Underground scheme and giveaways on trains and via the @ladytubedriver account. No opportunity to get the word out was missed with presence at the festivals and ITV Crime Thriller Awards, a The Bookseller profile and a Simon Mayo show and now being a launch title for the new Loose Women Book Club.
Highly Commended: Eleni Lawrence for Deliciously Ella (Yellow Kite)
A hugely impressive and wide-reaching campaign that has launched Ella Woodward as the clean-eating expert and pushed her to a comfortable run as number 1 in the charts as the fastest selling debut cookbook since records began. Eleni used natural partners that Ella had an existing relationship with to authenticate her and the book and build on the success of the blog. Helping Deliciously Ella elevate itself above the pool of clean-eating titles was impressive and keeping Ella as a personality at the centre of it has proved hugely successful.