Midas breaks industry ice for Igloo Books

The brief: Igloo Books, one of the UK’s fastest growing private publishing companies, approached Midas PR in summer 2012 to increase general brand recognition and awareness of the company and its core business and markets to the UK publishing sector. Igloo felt the publishing trade had an out-of-date view of the company and Midas PR was tasked with changing this perception.

Strategy and implementation: Midas recommended focusing trade PR on Igloo’s continued financial success and its increasing product quality and origination, to try and alter preconceptions about them as a mass market publisher. We also recommended working to boost the profile of John Styring, its dynamic co-founder and CEO, because the credibility and story behind the brand were crucial to changing perceptions.

The implementation included a regular programme of trade announcements that supported this message and a rolling programme of thought leadership articles by John Styring for national and trade press, in order to highlight Igloo’s key successes and introduce the company to the media and as a publisher of international stature.

This was backed up with award entries, professional networking opportunities (particularly at Frankfurt and London Book Fairs), securing speaking opportunities, particularly to reinforce Igloo’s on-stand presence at events and finally extra PR activity around events to try and get Igloo the general profile it deserved.

Results: Midas secured extensive international media coverage for Igloo Books, with headlines in the trade press such as “Amid recession, UK Publisher Profits by focusing on Value” (Publishing Perspectives) and “No chill for Igloo Books” (BookBrunch) highlighting the company’s amazing success amidst economic hardship. Midas PR also secured national business media opportunities for John Styring and Igloo Books, including The Daily Telegraph, The Guardian Small Business Network, and The Sunday Times: How I Made It Slot as well as Licensing Biz, KidScreen, Global License and Toyworld.

In November 2012 John Styring was named as one of ‘The Bookseller Magazine’s Top 100 most influential in publishing’ for the first time. The company was also shortlisted for two of the highest regarded awards in publishing: The Bookseller Industry Award for Independent Publisher of the Year and for Children’s Publisher of the Year, where Igloo competed with more established brands including Usborne and Scholastic.

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