LA BELLE SAUVAGE – THE BOOK OF DUST VOLUME ONE

LA BELLE SAUVAGE – THE BOOK OF DUST VOLUME ONE

CREATING A NATIONWIDE CULTURAL MOMENT

THE CHALLENGE:
Riot was hired by Penguin Random House Children’s – the largest children’s publisher in the UK – to design and deliver a PR campaign that harnessed the anticipation for the most eagerly awaited children’s book release of the decade, to deliver a number one bestseller.

RIOT SOLUTION:
We designed and executed a year-round media relations and influencer-outreach campaign, combined with a money-can’t buy special event, recreating the splendour of Jordan College, at the world-famous Bodleian Library, Oxford.

We carefully orchestrated strategically timed teaser announcements in the months leading up to launch to slower build hype, and worked closely with high street retailer Waterstones, who held special midnight openings and covered shop windows for maximum exposure.

THE RESULTS:
45,000 copies of La Belle Sauvage were sold within 24 hours of publication and the book became an instant number one bestseller – the author’s first ever chart topper. 350,000 copies have since been sold in the first six months far exceeding the client’s expectations.

A Facebook live-stream of our Jordan Colleague launch event has been viewed over 25,000 times.

We sold-out the Royal Festival Hall in launch week with Pullman in conversation with BBC broadcaster and musician Cerys Matthews.

Ed Sheeran was photographed with a copy!

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