Case Study: 
A Book Launch
Becomes a Big Idea

The Issue:

Pearson Education’s Further Education Division was launching a new series of titles, York Film Notes. While the new series offered a unique insight into the cinema’s most important films, this was insufficient to guarantee media coverage and strong sales performance.

The Project:

To devise and run an issue-led campaign, capturing media interest by transforming a book launch into a big idea. To develop the Division’s brand identity by demonstrating its commitment to important educational issues.

Action:

Developing an understanding of topical issues and debates, Knightwriter helped the client to build partnerships building and implement an issue led campaign. Communicating this to experts, academics, buyers, the media and other important stakeholders. Staging the launch of York Film Notes as a Forum on Film – a discussion of key issues in film by leading figures - alongside a preview of Billy Elliott.

Result:

A well-attended media launch, widespread coverage in the media and a strong sales performance.