Katy MacMillan-Scott (Riot), Laura Curtis (Riot), Adele Minchin (Riot), Alice Broderick (PRH Children’s) and Harriet Venn (PRH Children’s) have won the PPC fourth quarterly award for their campaign for Philip Pullman’s LA BELLE SAUVAGE.
Judge, Steven Cooper of Waterstones, said: ‘I don’t think it was guaranteed that the publication of La Belle Sauvage would be the publishing event of the year, but this publicity driven campaign made it so. Successfully rejuvenating a beloved series of books relies heavily on the sensitive balancing of the old and the new, and this campaign did that across its various strands. Alongside extensive coverage across traditional media, the campaign also sought to reach new readers with ambitious, and successful, use of social platforms, Facebook Live and influencers. The events programme, which made excellent use of limited author time, perfectly balanced the need to reach large audiences with a sensitivity, through choice of venues and interviewers, to what makes Pullman’s work so special. The lead up to publication wasn’t without its issues but this was well managed by the team of publicists, resulting in the author and his book remaining at the heart of their message. Customers responded positively, and the standout publishing moment of the year was born.’
Highly commended also went to Dusty Miller’s campaign for THIS IS GOING TO HURT by Adam Kay, which Cooper described as ‘an incredibly effective campaign that resulted in outstanding sales. What stood out here was the seamless integration of publicity, marketing and social media to amplify the reach of the campaign.’
Maura Wilding, Beatrice Cross and Liz Hyder’s campaign for A POEM FOR EVERY DAY OF THE YEAR was also highly commended: ‘This was a strikingly ambitious campaign that really pushed a book, which might otherwise have flown under the radar, onto unexpected platforms. It was high-risk and energetic, with ultimately high-impact results.’