Vintage has won the best marketing campaign of the year award at the Book Marketing Society's inaugural Best Marketing Campaign of the Year Awards, winning for its hardback and e-book campaign for The Night Circus by Erin Morgenstern.
The campaign, managed by publicity director Bethan Jones, marketing executive Vicki Watson, marketing director Roger Bratchell and digital publisher Dan Franklin, also scooped the best breakthrough campaign award. The team created an online storyworld, which attracted more than 13,000 users in its first two months.
The category winners were Tiger Mother by Amy Chua (Bloomsbury) for best blurb; The Secret Garden by Frances Hodgson Burnett (Puffin) for best overall package; Books and the City, an online social hub for women's fiction readers, conceived by Simon & Schuster won best partnership, and The Way I See It by Alan Sugar (Macmillan) won the innovation category. The Secret Garden by Frances Hodgson Burnett (Puffin) for best overall package, with Puffin also winning best brand management for The Diary of a Wimpy Kid by Jeff Kinney.
Chair of the judging panel Alastair Giles said: "The shortlist for the Marketing Campaign of the year was drawn from previous 2011 BMS seasonal Awards, plus, winners from the specific annual award winners—a genuinely diverse and deserving list.
"In the end the judges could only focus on a campaign which met the challenges of 21st-century publishing and book marketing head on: an innovative digital strategy that jointly built a new community for the book and extended the boundaries of storytelling itself online.”
The awards were presented at The Bookseller's Creativity Day conference yesterday [21st June], held at the British Library.