Chronicle looks to create movement around book

SAN FRANCISCO: Chronicle Books hopes Ogilvy PR can incite a national movement based on one of its spring releases.

SAN FRANCISCO: Chronicle Books hopes Ogilvy PR can incite a national movement based on one of its spring releases.

The book, You Can Do It!, is based on an idea originally developed by former Good Housekeeping marketing director Lauren Grandcolas, who died on Flight 93 on 9/11. It is described as a comprehensive guide for women who want to try new activities but don't know how to start or find the time.

Chronicle tapped Ogilvy to create a campaign that goes beyond the book and will hopefully create a national movement to empower women, said Andrea Burnett, director of PR at Chronicle.

Burnett said the publisher was inspired by Ogilvy's campaign for the National Heart, Lung, and Blood Institute to raise awareness about the danger of heart disease for women.

Beyond a media tour of bookstores in major markets, Ogilvy and Chronicle will host 250 events across the country, many of which will feature experts on topics written about in the book. Those experts will guide attendees through activities.

Media outreach will target such publications as Glamour, Good Housekeeping, Shape, Self, Town & Country, and other publications and online media outlets with large bases of female readers.

The campaign also will have a website with message boards so that women across the country can share their experiences.

And Chronicle will send the book to 500 influential women in the corporate, political, and entertainment worlds in hopes of them becoming advocates for it and its cause.

"We want this to be more than just a book tour," said Burnett. "We want to inspire a nation of women."

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