Galaxy National Book Awards

The Galaxy National Book Awards are ‘the Oscars of the publishing industry’, celebrating the best of British publishing. 2010’s awards took place on 10th November at BBC Studios in London and shortlisted authors included Stephen Fry, Philippa Gregory, Tony Blair, Hilary Mantel and Peter James. Working with Galaxy, Agile Marketing and Cactus TV, Midas co-ordinated the publicity for all the nominated authors and winners of the awards and created the official Galaxy National Book Awards App, for iPhone and iPad.

‘Midas were a joy to work with on this project. Lively, enthusiastic and always looking to make the campaign as effective as possible. I can’t thank them enough!’
Alastair Giles, Agile Marketing

Strategy:
To generate awareness and excitement in the lead-up to the awards, Midas created news stories around the shortlisted authors – from Lord Sugar and Jamie Oliver, to Antonia Fraser and Jilly Cooper. Midas also designed and built the official mobile App for the awards, which included full details of the 48 nominated authors, along with exclusive news, previews and bookshop.

For the awards night itself, Midas invited key arts and literary journalists from national consumer and trade media, and worked throughout the evening to ensure all selected authors were introduced, photographed by OK! magazine and interviewed by Cactus TV. The glittering awards ceremony was hosted by comedian David Baddiel and broadcast on More4 on Saturday 13th November. Celebrities on the red carpet included Sir Michael Parkinson, Richard E. Grant, Claudia Winkleman, Andrew Marr, Sir Terry Pratchett and Chris Moyles.

Following the awards, news of the winners was distributed, generating coverage the following day in a wide range of national and regional media. The App continued to be updated into December, to promote a five-part TV series on More4, featuring interviews with nominees and winners. The App was also designed to maintain interest in the shortlisted books – to drive Christmas sales and encourage readers to vote for their ‘winner of winners’: the Galaxy Book of the Year Award.

Results:
Media coverage generated by Midas for the Galaxy National Book Awards 2010 reached over 30 million people and included features, interviews and photo spreads in OK! magazine, The Sun, The Times, Daily Mail, Daily Telegraph, Daily Express, Observer, Sunday Times Culture, BBC News, Yahoo! News and Metro. Features also ran in The Irish Times and in over 40 regional newspapers around the UK.
The free official App proved very popular and was featured by Apple as one of the top ten ‘new and noteworthy‘ books apps in the App Store. News of the App was also ‘Tweeted’ by leading publishing houses and arts journalists, and featured on the Galaxy Facebook group, reaching over 500,000 people.

Download the free App now from the App Store.

Download a PDF of media coverage highlights below (4MB).

The 2011 Galaxy National Book Awards are scheduled for Friday November 4th 2011.

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