Cambridge University Press calls in Dynamo PR for app promotion

Cambridge University Press has brought in comms help as it puts its Shakespeare guides into app form in an increasingly competitive online market.

Cambridge University Press: appointed Dynamo PR
Cambridge University Press: appointed Dynamo PR
The company, established in 1534, has called in Dynamo PR to help drive demand for the modernising venture around its well-established study notes for The Bard’s plays.

The six-month project brief follows a pitch shoot-out, and will feature six plays including Romeo & Juliet, Macbeth and Hamlet.

Dynamo’s work comes as well established publishers adapt to an industry landscape where reading habits increasingly involve devices like Kindles and smartphones.

Peter Bowles, creative MD for Dynamo PR, explained that though the company had released apps before, it was the first time something had been done ‘on this scale’.

‘Though they are based on study notes, we will be looking to position this at more general consumers, while making it as interactive as possible.’

The apps will draw from study material over the past three decades, and include audio clips from actors such as film star Michael Sheen.

Bowles added: ‘Cambridge University Press has always kept up with innovation, and this is about moving with the times and releasing academic research in the most up-to-date fashion possible.’

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