Campaign to watch: The Essex Serpent by Sarah Perry

Campaign to watch: The Essex Serpent by Sarah Perry

Miriam Robinson takes a look at Serpent's Tail's plan for the paperback of Sarah Perry's The Essex Serpent.

  1. 1

    The objectives

    To create the bestselling paperback of the summer, following on from the hardback everyone was talking about in 2016: Sarah Perry’s The Essex Serpent, winner of Waterstones Book of the Year.

  2. 2

    Press coverage

    BBC Radio 4 “Book at Bedtime”; “Meet the Author” interview for BBC News Channel and BBC Radio 4’s “Today” show; Sainsbury’s Magazine (Book Club inclusion); Woman & Home and Elle, (review); Radio Times (author interview).

  3. 3

    Advertising

    Tube and Rail 4 sheet posters on publication; 48 sheet billboard at London Victoria Station; evocative videos shot on marshland for use on social media; a second advertising tranche is planned for later in the summer.

  4. 4

    Events

    Special edition launch at Waterstones Norwich and Waterstones Piccadilly; sold-out London 5x15 event; appearances at the Stratford-upon-Avon Literature Festival, Norfolk and Norwich Writers’ Festival, Charleston Festival, Derby Book Festival, with several other book-centric-festival appearances to be confirmed.

  5. 5

    Other

    New edition exclusive to Waterstones; free chapter download; competition run with Stansted Express; partnership with Saffron Brewery (based in Henham, where the legend of the Essex Serpent began) to create Essex Serpent-branded beer; National Book Tokens competition; POS to indies and Waterstones.