Campaigns: Literary - McNab is back with Seven Troop

Campaign: Launch of Seven Troop by Andy McNab
Client: Random House/Andy McNab
PR team: Van Communications and in-house
Timescale: September 2008
Budget: £15,000

Seven Troop is the first work of non-fiction in 12 years from Andy McNab - former SAS man turned bestselling author of Bravo Two Zero. Van was appointed to help generate editorial awareness of the book.

Objectives

- To help Random House's in-house team push the book on to the news agenda

- To boost sales.

Strategy and plan

Van recommended the campaign use one of the book's themes: the Government's care for ex-service people's psychological condition. This positioned Seven Troop as more than 'another autobiography', and placed it at the heart of a national debate.

Van teamed up with Combat Stress - a charity that helps veterans cope with the psychological damage of active service.

It embargoed the story to ensure journalists could deal with the problem of McNab declining photos for security reasons.

Measurement and evaluation

The campaign delivered 185 pieces of editorial coverage in its first week, including 13 pieces of national editorial exposure.

Results

Within 24 hours, Seven Troop shot up the Amazon sales rankings from 43 to 21, and was the third highest-selling work of non-fiction a week after its launch.

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