Consumer - Booksellers enjoy a bumper week

Campaign: Independent Booksellers Week

Midas PR campaign: for The Booksellers Association
Midas PR campaign: for The Booksellers Association

Client: The Booksellers Association
PR team: Midas Public Relations
Timescale: March-June 2010
Budget: £10,000

Midas PR was asked to help raise consumer awareness of Independent Booksellers Week (IBW), an annual initiative run by The Booksellers Association.

Objectives

- To gain widespread media coverage for IBW

- To encourage independent booksellers, publishers and authors to participate

- To counteract recent negative coverage about the independent bookseller sector.

Strategy and plan

The digital team at Midas created a website for IBW with a downloadable PR toolkit, to allow the 256 participating booksellers to run their own IBW campaigns. Midas ran an initiative called 'Overheard in the bookshop', which invited booksellers to submit the funniest comments and questions from potential customers, the best of which were used in press materials.

Measurement and evaluation

More than 130 items of media coverage were generated, including articles in The Independent, The Observer, The Times and The Sunday Telegraph. Broadcast items included a feature on BBC2's Working Lunch and interviews on BBC Radio 2 and 6Music.

Results

There was an increase of 11 per cent in the number of bookshops taking part in IBW compared with 2009, and 176,636 visits to the IBW website during the campaign.

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