Campaign: Launch of Unbound.co.uk
PR team: Colman Getty
Timescale: May-August 2011
Colman Getty was asked to help launch Unbound, a crowd-funding platform for the publishing industry. The website allows authors to pitch their idea for a book directly to readers, who then choose whether they want to pledge money to publish it.
- To create and sustain a buzz around the launch of Unbound and the authors involved
- To position Unbound as an innovative project that would take publishing into a new domain
- To make Unbound stand out among a wave of tech start-ups and e-book projects.
Strategy and plan
Targeting the book trade, Colman Getty planned a national news campaign to launch at the Hay Festival of Literature and Arts, held in Hay-on-Wye, Wales. It built a 'pledging shed', where festival-goers could meet authors, watch pitches and pledge support. The campaign featured a series of high-profile broadcast interviews.
Measurement and evaluation
The campaign generated more than 60 pieces of national coverage including in The Daily Telegraph, The Sunday Times, the Daily Mail and The Guardian, and on ITV Daybreak and BBC News.
Unbound.co.uk received more than 3,000 pledges of between £10 and £250. Subscribers to the website reached 20,000 during the week the interviews were aired.