Campaign of the Week: Books Are My Bag
Now in its fourth year, the Books Are My Bag campaign highlights and celebrates the vital role of high street and campus bookshops.
Books Are My Bag was looking to build on the success of the past three years and drive further awareness of the campaign and its core message: the vital role of high street and campus bookshops – among new and existing audiences.
Midas PR implemented a PR strategy that brought the bookshop message to the heart of the campaign, launching the UK & Ireland’s first Bookshop Day on 8th October. Bookshop Day saw 2,000 bookshops across the UK & Ireland get involved with the campaign, hosting special events, author visits, competitions, bespoke window displays and more. Midas supported Books Are My Bag by curating events and competitions, including a Royal Academy of Dance Gruffalo dance workshop at the Tales on Moon Lane bookshop, and a Millie Marotta colouring competition hosted at bookshops and on social media. Bookshop Day week was the biggest week of book sales in 2016 after the week that saw the launch of Harry Potter and the Cursed Child.
In addition to Bookshop Day, this year’s campaign included the inaugural Books Are My Bag Readers Awards – the first book award curated by bookshop and voted for by the public – and the second Civilised Saturday – bookshops’ antidote to Black Friday.
Press coverage highlights for Bookshop Day included interviews with bookshop-owners on BBC Saturday Live, BBC’s Mark Forest Show, and BBC London, as well as coverage in The Guardian, The Daily Telegraph, i, My Weekly, Monocle 24, The Bookseller and BookBrunch. #BookshopDay trended at number one throughout the day on Twitter.
Midas secured coverage of the Books Are My Bag Readers Awards on BBC News Online, The Guardian, London Evening Standard, London Live, i, The Bookseller and BookBrunch. J.K. Rowling tweeted The Guardian coverage to her 8.86 million followers.
Civilised Saturday press coverage highlights included: Stylist, The Guardian, The Daily Telegraph, Good Housekeeping, and book trade press.
Photo: The Good Immigrant writers collect their Readers Choice award at the Books Are My Bag Readers Awards