WATERSTONES CHILDREN’S LAUREATE

WATERSTONES CHILDREN’S LAUREATE

We can create media storms. Working with literacy charity Book Trust, we announced author and illustrator extraordinaire, Lauren Child, as the new Waterstones Children’s Laureate to huge fanfare. Taking the team to Hull, City of Culture, we increased the amount of media coverage for the sixth time in a row, a total reach of over 4.4 million people, despite a fiercely competitive news cycle – a snap election called the day after our announcement!

Managing a strict embargo – the name of the Laureate is always top secret – we orchestrated an intricately planned media campaign. Coverage was unmissable and included nine national broadcast interviews, including BBC Breakfast and ITV News.

WHAT WE DID: MEDIA RELATIONS; PHOTOGRAPHY