Create stand out for the literary event of the year, 11 years in a row, in a saturated awards market. Ensure all authors get equal share of voice and maximise the association between Costa and the prestigious awards.
Develop storytelling angles around the 20 shortlisted authors, the books’ subject matter and the five category winners, alongside profiling of the celebrity judges, including Graham Norton and Robert Bathurst.
Extensive outreach to arts, national and regional news and consumer lifestyle media to amplify the shortlist and category winner announcements, building to the main media moment, the Book of the Year awards ceremony.
Content captured at the awards ceremony, including the first interview with the winner, was edited onsite and distributed in time for late and early morning news slots.
In total, we secured more than 300 pieces of digital and online coverage during the three-month campaign. Just an hour and a half after the 2016 winner was announced, coverage aired on BBC News at 10. Coverage continued to roll in the next day on BBC Breakfast, Today, Five Live and RTE. BBC News Channel filmed live from the awards event and interviewed the winner, delivering a high value broadcast moment. Branded web video content featured on MailOnline, iNews, Evening Standard and Express.co.uk. 100% of coverage included Costa messaging and branding.