Campaigns promoting humorous safety tips for children, a book by astronaut Chris Hadfield and a guide to getting the style and attitude of Parisian women won big at the Book Marketing Society’s Best Campaign meeting for the Christmas season.
The meeting was held at Simon & Schuster’s offices last night (24th February) to recognise the best marketing campaigns run between September and December 2014.
In the field for the best Children’s Marketing Campaign, Puffin Books beat off stiff competition from the campaign for Jeff Kinney’s Diary of a Wimpy Kid: The Long Haul by the team at Penguin Random House Children’s Books, HarperCollins’ campaign for David Walliam’s Awful Auntie and Bloomsbury’s "stylish" campaign for the Harry Potter reissues, to win with the campaign for David O’Doherty and Chris Judge’s Danger is Everywhere. Hannah Maloco and Gemma Rostill of Puffin were praised by the judges for the wit and humour of their campaign, which was aimed particularly at reluctant readers with Basic Safety Tip videos on YouTube and bookshops receiving Danger is Everywhere crime scene tape and a poster on Avoiding Danger in Bookshops.
In the Adult category, marketing manager Fergus Edmondson at Pan Macmillan was awarded for the campaign for Chris Hadfield’s second book You Are Here, which offered fans the chance to get their science questions answered by their own personal rocket scientist. The runners-up were Sceptre’s Twitter short story campaign for David Mitchell’s The Bone Clocks and the digital memory-sharing project ‘Where were you then?’ that Pan Macmillan ran for Ken Follett’s Edge of Eternity.
The Shoestring category for campaigns costing less than £5,000 saw Merle Bennett at Penguin Random House win for an on-trend campaign for How to be Parisian: Wherever you are. The judges noted Bennett’s “masterful” use of the online blogging community and brand partnerships to great effect. The judges were also impressed by a quirky online campaign to reach a niche audience for Distilled from Octopus, another publisher agnostic festival for the SciFi community by Sam Missingham at HarperCollins and a campaign by Sphere aimed at Kate Bush fans for a £120 book of early photographs taken by her brother.