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Marketing campaigns from Orbit, Macmillan Children’s Books, Tinder Press and HarperCollins were judged the winners of the quarterly Book Marketing Society awards at a meeting held yesterday (29th October) in London.
The awards recognised the best marketing campaigns over the May to October period in three categories; adult, children, and shoestring campaigns.
The award for best adult campaign went to Felice Howden and Emily Rowland from Little, Brown imprint Orbit, for their work in marketing The Girl With All The Gifts by M R Carey. Howden and Rowland targeted key retailers such as Tesco and premium entertainment sites, and generated an extraordinary return on investment for a debut and genre novel, said the judges.
The children’s award went to Kat McKenna from Macmillan Children’s Books for her decision to partner with jewellery designer Tatty Devine to promote Rainbow Rowell’s YA novel Fangirl. The campaign, which included a "fangirl" necklace competition and a #fangirlselfie social media campaign, boosted sales by 50%.
The shoestring award was awarded jointly to two different publishers; Vicky Palmer of Tinder Press for her work in promoting The Lemon Grove by Helen Walsh, and a team from HarperCollins (Sam Missingham, Kimberley Young and Charlotte Ledger) for organising the Virtual Romance Festival.
The judges, who included Sarah Mulryan of Nielsen BookScan and Jo Henry and Alastair Giles of the Book Marketing Society, also highly commended four other campaigns. Serpent’s Tail work on We Are All Completely Beside Ourselves by Karen Joy Fowler and Little, Brown’s work on The Goldfinch by Donna Tartt were highly commended in the adult category; meanwhile in children’s, Puffin’s "A Puffin Book" campaign to promote classic Puffin titles was also highly commended. In the shoestring category, Gollancz was highly commended for organising The Gollancz Festival.