Fifty Shades of Success for Totally Bound

The brief: Totally Bound Publishing is Europe’s leading eBook publisher of Erotic Romance fiction, publishing over 1,500 novels from more than 300 authors across the world. Midas was appointed to manage its re-brand, re-positioning it from a niche publisher to a mainstream  erotic romance fiction publisher. The brief also included publicity for its publishing lists, imprints and authors.

Strategy and implementation:Midas PR launched the campaign with the release of ‘Britain’s Secret Sex Lives’, a survey with 2,000 women which revealed a series of quirky news stories for national newspapers, glossy magazines, and regional titles across the country. The campaign also included a comprehensive author PR programme, profile raising in the trade PR, a series of reader offers and promotions with national newspapers, celebrity endorsement for the brand, and the promotion of several brand partnerships.

Results: Totally Bound Publishing experienced a significant increase in hits to its website, particularly following promotions and competitions – there were almost 250,000 entries for a competition with Take a Break magazine, and over 5,000 with The Mirror. Following a full page interview with the company’s CEO in The Bookseller and regular contributions to industry-wide debates, Totally Bound Publishing was a shortlisted finalist for The Bookseller Awards 2014. In addition, it has received widespread coverage across a range of national consumer press, including The Daily Telegraph, Daily Mirror, Daily Express, The Sun, Heat, Now, Huffington Post, Yahoo! Lifestyle and Cosmopolitan online.

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