Midas delivers Highly Commended FutureBook campaign for Bookshop Day
Organised by the Booksellers Association, Bookshop Day is the annual celebration of bookshops across the UK and is part of the Books Are My Bag campaign. It showcases and celebrates the vital role of high street bookshops, as well as their positive impact in their local communities. In 2019 Bookshop Day took place on Saturday 5th October, with bookshop events, exclusives, author tours, awards, and more.
What they wanted us to do
Midas PR was appointed by the Booksellers Associations to run a PR campaign to build momentum prior to and during Bookshop Day and the Books Are My Bag Readers Awards.
Midas worked to secure coverage for a wide range of initiatives that celebrated Bookshop Day including: author tours (with Philip Pullman, Cressida Cowell, Jess Phillips, Andrew Ridgeley, Tom Fletcher, and more), a limited-edition bag designed by Yehrin Tong, a partnership with National Poetry Day, bookshop anniversaries, and the Books Are My Bag Reader Awards (opening of submissions, shortlist, and winner announcement).
How we did it
Midas developed a comprehensive PR strategy, encompassing both national and regional media. We secured a wide spectrum of news stories, interviews, features, and listings, spreading the messaging of Bookshop Day across online, print and broadcast media. We focussed on building momentum and anticipation for Bookshop Day, on top of delivering timely PR around the key announcements. We implemented a targeted regional PR campaign around local bookshop activity, with extensive coverage in broadcast, print and digital regional media. We engaged with trade press, securing their support from the early stages and throughout the whole of the campaign. We worked closely with booksellers, creating ad-hoc pitches based on their personal life stories and anniversaries. We capitalised on the BAMB Readers Award shortlist announcement, coinciding with Super Thursday.
What we achieved for them
Over the course of the campaign, Midas secured 99 pieces of coverage across national (The Guardian, the i, The Daily Telegraph, Metro, Sunday Express etc.), broadcast (BBC Radio 4 – Saturday Live, BBC Radio 4 Extra – Telling Tales, BBC Radio Scotland, BBC Radio London, Talk Radio Europe and over 10 pieces of regional broadcast), lifestyle (front cover of The Big Issue, Times Educational Supplement, Country & Town House, Stylist, My Weekly etc.), 45 pieces of regional coverage, and 28 pieces of trade coverage. The total estimated circulation for the PR campaign was 215,812,772. Bookshop Day was Highly Commended as FutureBook Campaign of the Year.