CREATING A NATIONWIDE CULTURAL MOMENT

CREATING A NATIONWIDE CULTURAL MOMENT

Riot was hired by Penguin Random House (PRH) Children’s – the largest children’s publisher in the UK – to design and deliver a PR campaign for the most highly anticipated book release of the decade.

Riot worked closely with PRH’s publicity, marketing, editorial and sales teams to create a year-long, highly creative and impactful campaign, worthy of such a momentous publishing moment. The pre-order campaign involved strategically timed announcements and teaser releases throughout the year. Publication saw a UK events programme including an evening with Cerys Matthews and Philip in conversation at the Southbank Centre, culminating in a launch day at the Bodleian Library, Oxford, involving an international press conference and the transformation of the library into Pullman’s fictional Jordan College for a feast of music and readings. The event was attended by 50 Waterstones ballot winners and viewed over 25,000 times via Facebook Live.

45,000 copies of La Belle Sauvage were sold within 24 hours of publication and the book became an instant number one bestseller. 350,000 copies have been sold over a six month period.

Riot are now contracted to work on the paperback release of La Belle Sauvage, publishing in Autumn 2018.

WHAT WE DID: EVENTS; COPYWRITING; MEDIA RELATIONS; STAKEHOLDER MANAGEMENT; TALENT MANAGEMENT; IDEA GENERATION; PARTNERSHIPS