The Wild Before by Piers Torday

“Midas developed an ambitious and wide-reaching media campaign for The Wild Before and worked tirelessly to deliver it. I was not only impressed by the breadth of coverage achieved, but the inventiveness – no angle was left untested, no opportunity unexplored. Midas was particularly expert at turning round fast pitches for news led opportunities – and as an author, I really felt the full benefit of a close knit, highly experienced, flexible and responsive PR team reporting directly to me.” Piers Torday

The Brief

Midas was appointed by the award-winning children’s author Piers Torday to deliver a high-profile, impactful media campaign for his stunning prequel to the bestselling and beloved The Last Wild trilogy – The Wild Before – published by Quercus Children’s Books on 19 August 2021. Our task was to deliver a breadth of national, regional, trade and genre media coverage – encompassing reviews, interviews, written pieces and features – that upheld Piers’s stellar reputation, explored the themes of The Wild Before, and worked cohesively with Quercus Children’s Books marketing strategy to drive book sales.

The Work

We created early buzz in the campaign with limited-edition, eco-friendly proofs delivered to key journalists and industry influencers. We were able to leverage this sense of anticipation and excitement to win competitive review space across national newspapers, news wires and children’s media that showcased Piers’s extraordinary writing. Alongside this activity we collaborated with Piers to develop a varied menu of powerful interview angles that drew together his personal story with the novel’s environmental themes – and we successfully pitched high-profile interviews and features across a breadth of national and regional media. We also worked reactively to place comment pieces tapping into the news agenda, as well as positioning Piers within industry conversations such as publishing sustainability, and initiatives like Bookshop Day.

The Results

We achieved six national newspaper pieces – interviews in The Guardian Magazine and Daily Express, a comment piece for The Guardian, and reviews in The Observer, The i and Independent – with a total circulation of over 1 million. We secured the Press Association’s coveted ‘children’s book of the week’ review slot, which was syndicated to over 20 local newspapers, as well as an interview syndicated across all Johnston Press regional titles.

Leveraging Piers’s regional links, we generated interviews in The Scotsman Magazine and BBC Radio Scotland, an op ed in The Scotsman newspaper, as well as reviews in The Herald, Sunday Post and Daily Record. This ran alongside a raft of further regional coverage in key Northern England outlets, including Yorkshire Post, The Big Issue North, Living North and The Northumbrian, as well as interviews on twelve BBC regional radios.

We focused on engaging Torday’s core audience through coverage across children’s, parenting, reading and education media, including the ‘book of the week’ slot in The Week Junior, double page interviews in Training and Education and School Report magazines, plus further coverage across Fun Kids, Books for Keeps, FCBG, Young Writers, BookTrust and Reading Zone. Our social media influencer tour celebrated The Wild Before on publication, with more than 20 reviews and featured posts across influential children’s reading and family Instagram accounts and blogs.