Riot was hired by Penguin Random House Children’s to deliver a PR campaign that harnessed the anticipation for the most eagerly awaited children’s book release of the decade – La Belle Sauvage the first instalment in The Book of Dust trilogy by Philip Pullman - and to deliver nothing short of a number one bestseller.
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 timed teaser announcements in the months leading up to launch date, to slowly build excitement, and worked closely with high street retailer Waterstones, who staged special midnight store openings across the country.
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.
WHAT WE DID
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