Case study - Bloomsbury Publishing
Living the 100-Year Life by Lynda Gratton
The brief
In 2016, management professor Lynda Gratton (London Business School) introduced the idea that more of us will live for a century in her million-copy bestseller, The 100-Year Life. A decade later, she returned with Living the 100-Year Life, a practical guidebook through which she answers a more pressing question: how do we actually live that longer life well?
Riot Communications was tasked by Bloomsbury Publishing with delivering UK publicity for the book, driving book sales and starting a much-needed conversation around the reality — and possibilities — of living longer.
Our approach
We developed a varied set of compelling media angles capturing the core ideas in the book, based on the audiences we wanted to reach and their different life stages, as well as the media titles we would use to reach them. This meant we had distinct offers for different titles, everything from health pages in the national newspapers to more careers-focused podcasts.
We also knew that for many, the idea of living for a century can lead to anxiety or worry, so the key was to highlight the agency we have in weaving our own happy and productive lives over a longer timeframe. We leveraged Lynda’s personal connections in the media, plus our own contacts book and the wide appeal of the material to secure an extensive set of press to land on publication which landed on publication and in the weeks following.
The results
