Midas secures #10 spot on Sunday Times bestseller list on Super Thursday for Jess Phillips MP’s second book Truth to Power published by Monoray

Our client
Midas were hired by Monoray, a lifestyle imprint of Octopus Publishing, to launch the new book by Labour MP Jess Phillips, Truth to Power: 7 Ways to Call Time on B.S.

What they wanted us to do
Midas PR were appointed by Monoray to execute a comprehensive national publicity campaign, including festival and events programme,  for the hardback publication of Jess Phillips MP’s second non-fiction book Truth to Power: 7 Ways to Call Time on B.S which was published on Super Thursday (3rd October 2019).

Over the course of the four-month campaign between August 2019-October 2019 Midas secured Truth to Power by Jess Phillips the #10 position in the Sunday Times bestseller list during Super Thursday week in October.

We generated a reach of 20 million with a total of 37 pieces of coverage including 11 pieces of print coverage, 4 pieces of newspaper coverage, 15 pieces of broadcast coverage, 7 pieces of digital and in addition 10 live events.

Key media outlets that covered the book included The Sunday Times, The Observer, STYLIST, Marie Claire, Grazia, BBC Breakfast, ITV: GMB, BBC Radio 5 Live, CTRL ALT DELETE with Emma Gannon.

How we did it
We worked closely with Jess Phillips and the publishing team to establish the core values and angles for the book to ensure a balance of profile building for the author and focus on the book and the case studies included.

Given Jess Phillips’ profile we aimed for a front cover interview in a national newspaper and oversaw a four-way bid to ensure the highest level of commitment to coverage. This resulted in agreement with The Sunday Times magazine to have exclusive first interview and two extract serial.

Once this had been agreed our second focus was secure a high circulation magazine, and after reviewing the options we decided the most impactful would be a second front cover and interview with STYLIST.

These interviews were complimented by a series of high-profile national broadcast interviews starting with BBC Breakfast and going on to include ITV: GMB and BBC Radio 5 Live. This in turn was amplified by a series of influential podcast interviews in order to reach wider demographics and included a variety of genre from comedy to current affairs to showcase the various sides to Jess’ personality – including CTRL ATL DELETE with Emma Gannon and Off Menu with Ed Gamble and James Acaster.

Alongside the media coverage we organised a book tour across the country with Jess for publication week and secured talks at major national festivals including Cheltenham, Birmingham Literary Festival and Stratford Winter Weekender, all of which sold out. We also secured events at Stylist Live, Hay Winter Weekender, Google and Snap Chat but these had to be dropped due to Jess’ parliamentary commitments.

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