The Unlikeliest Backpacker – Hornet Books
Midas PR achieves front cover and double page spread in The Telegraph for debut author
Hornet Books was founded in 2015 by David Roberts and Bob Young, publishing non-fiction debut writers. The Unlikeliest Backpacker by Kathryn Barnes was a Spring title for 2019. Inspired by Cheryl Strayed’s novel Wild, Kathryn embarked on a gruelling hike up the Pacific Crest Trail with her partner. The book is both a practical guide featuring top tips to do the hike, and an armchair read.
What they wanted us to do
Hornet Books hired Midas PR to run a 3-month campaign to secure national press across print, digital and broadcast for the publication of the book on the 7th March. Midas were assigned to secure reviews, interviews and features in national newspapers, lifestyle, health and women’s interest media to drive book sales and raise awareness of both the publisher and the author
How we did it
Midas had a face to face meeting with Kathryn Barnes and Hornet Books, discussing the structure of the campaign and the strongest PR angles. Midas worked closely with Kathryn to build strong interview pitches and feature ideas to the media. This included branding Kathryn as the UK’s Cheryl Strayed which led to very strong media interest. Midas PR took a segmented approach to the media engaging journalists across lifestyle, travel, country, health and literary media to secure features, interviews and book reviews. Midas set up interviews and ensured any first-person feature requests were completed before Kathryn went on maternity leave
What we achieved for them
In total, Midas secured 13 pieces of digital coverage, 9 pieces of print coverage and 2 broadcast interviews. Midas gave book sales a strong boost by securing a front cover and double page spread in the Sunday Telegraph, which included a photo shoot with Kathryn and the journalist on their walk. Midas also achieved a strong online buzz for the book. Wanderlust ran the book in their best travel books of 2019 list, Getting Active Outdoors ran a 6 page feature in their digital magazine, and 8 book bloggers ran guest posts/first person features and reviews. Key pieces of coverage also included book reviews and features in Psychologies, Wanderlust (print and online), Adventure Travel (print), Woman’s Way, The Great Outdoors and Talk Radio Europe.
Reviews included: “what breathes new life into this account of the Pacific Crest Trail is the sheer determination and unabashed honesty from Barnes” – The Great Outdoors, “It has made them think about their relationship with the wider world, and seriously think about leaving London.” – NB magazine, “The Unlikeliest Backpacker is an inspiring story. It shows how two people can learn very quickly to cope with the hardship they face.” – Trip Fiction