Midas masterminds launch of Hot Key Books

The brief: Bonnier Publishing, the UK division of Sweden?s largest publisher, Bonnier, approached Midas to raise awareness of the company as a major force in children?s publishing in the UK. Midas was also briefed to promote Bonnier Publishing?s imprints around the world. Hot Key Books is an example.

Strategy and implementation: Each element of the strategy was designed to introduce and familiarise the media with Hot Key Books. Midas focused on Hot Key Books as a brand, unveiling its identity as an exciting and fast-growing publisher to the publishing trade press as the first story. Media networking opportunities and a photocall with key publishing trade press and national young adult and fiction journalists were secured at the launch of the company?s new office. Midas also managed Hot Key Books? presence at Frankfurt International Book Fair and London Book Fair to generate media interest at their stands.

Results: Bonnier Publishing was named as a Top 5 Climber in The Bookseller?s Independent Children?s Publisher list in 2011, and made headlines as an “ambitious” publisher. In the same week, BookBrunch led with “Bonnier aims for Top Five” as its top headline. Both these pieces were great for positioning Bonnier Publishing as an emerging publisher to look out for this year. Editorial coverage for Hot Key Books was achieved in The Bookseller, Book2Book, Publishing Trends, Publishing Perspectives, Digital Spy, ATV Today and Red Pages. Midas set the foundation for Hot Key Books, which went on to have a strong presence in the national
media.

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