Everest England by Peter Owen Jones (AA Publishing)

Midas achieves number 5 ranking in the Climbing and Mountaineering book charts for hiking vicar

Our Client
Since the 1990’s AA have dramatically expanded their publishing activity beyond atlases, maps to travel themed non-fiction. Publishing lifestyle books for children and adults by both debut and high-profile authors, AA Publishing are producing a diverse range of titles that range from walking, adventure, food and drink, comedy and discovery.

What they wanted us to do
Midas PR was hired by AA Publishing to run a PR campaign for the walking memoir Everest England by Peter Owen Jones, to drive book sales and build on Peter’s celebrity status. This would be achieved through coverage which emphasised the book’s core messages of walking and spirituality, and profile building for Peter.

How we did it
Midas build a PR strategy that targeted national newspapers and broadcast, specialist media across country, lifestyle, mature and walking press, and underwent a full regional campaign. Working closely with Peter Owen Jones, Midas researched relevant angles that would appeal to the press suggesting book roundups, interviews, features and reviews.

What we achieved for them
4 national newspapers ran features in print including a photo shoot and walking feature in the Sunday Telegraph (which had a reach of 288k), a double-page feature in the i, an interview in the Daily Mail, and an interview in Metro (1.5 million reach). The Daily Mail interview also ran online and had a reach of 11.1 million, and the article was syndicated to the Scottish Daily Mail. Interviews took place for slots in the Sunday Times and the Telegraph which will run as soon as space becomes available.

Midas achieved 8 pieces of magazine coverage across lifestyle, mature and country media. This includes a review in BBC Countryfile (July issue), an interview in My Weekly (July issue), and reviews in Walk, Adventure Travel, and the NFOP (National Federation of Occupational Pensioners) magazine.

Midas secured 8 radio interviews for Peter including 1 national (Talk Radio) and 7 regional radio stations across the country. Regional radio had strong media interest as not only does the book cover many different areas of England but Peter is also a household name.

Reviews included: “As he covers the miles, it’s a joy to journey with him as he points out flora and fauna, farmsteads and fellow beings.” – Kate Goodman, NFOP. “It’s an inspiring book. Where are your thick socks and walking boots?”Angela Wintle, Sussex Life, “plenty of discovery and insights along the way.” – Rob Slade, Adventure Travel.

At the date of the book’s publication, Everest England was ranked 5 in the Climbing and Mountaineering book charts.

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