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Bloomsbury details campaign for Enninful's 'beautiful' book
Bloomsbury has revealed the details of one of its most ambitious campaigns to date, celebrating the achievements of Edward Enninful as his memoir releases this week.
To mark the launch of the British Vogue editor-in-chief’s memoir, A Visible Man, Enninful appeared in conversation with multiple BAFTA-winning actor, screenwriter and author Michaela Coel, as part of The South Bank Centre’s literature programme, on Monday 5th September.
He discussed growing up in Ghana and moving to England, being scouted as a model while on a train, becoming the editor of I-D magazine at 18 and his journey to helming the British magazine and becoming European editorial director of Vogue parent company Condé Nast.
Commenting on the success of the launch event, head of Bloomsbury Trade and Enninful’s editor Alexis Kirschbaum said: "Edward wrote a book about his journey from Ghanaian asylum seeker to the most powerful and visionary editor of his generation in order to pave the way for others. Every step of this publication has proven that he’s an inspiration and beloved by those who find their way by his light.
"Last night the queue for his book wrapped around 10 pillars at the Southbank and he had a standing ovation the minute he stepped on stage. He means so much to people and it has been a privilege to help connect him to those who love him and to those who are yet to discover him with this beautiful book".
The campaign has been led and orchestrated by publicity directors Mari Yamazaki and Fran Owen, with Anna Massardi, while marketing is being headed by Genista Tate-Alexander, head of non-fiction marketing.
In print, both the Sunday Times and Observer magazine ran covers of Enninful and interviews, with more coverage to follow this week from Grazia, the Financial Times, the Evening Standard, Irish Independent Weekend Magazine and Women’s Wear Daily.
An interview with Amol Rajan, for a worldwide exclusive on BBC "News at Ten", featured as a long edit on the BBC Radio 4 "Today programme", and will be rolled out across selected BBC radio stations. A BBC online piece and multiple broadcasts are still to air, on BBC News channel and BBC World News. Enninful is also set to read the memoir for BBC Radio 4’s "Book of the Week" pick, beginning on Monday 12th September. He will also be interviewed by Claudia Winkleman, appear on Virgin Radio’s "Chris Evans Breakfast Show" and "Desert Island Discs".
Podcast appearances include Elizabeth Day’s "How to Fail", "Ways to Change the World" and Steven Bartlett’s "Diary of a CEO" among others.
On Sunday 8th October, Enninful will appear at Cheltenham Literature Festival in conversation with writer and broadcaster Afua Hirsch. This will be followed up by an appearance on "The Graham Norton Show" on 14th October, an event at Clivenden Literary Festival on 15th October, and at Manchester Festival the following week, where he will appear in conversation with Bernardine Evaristo.
Across social media, celebrities including Serena Williams, Naomi Campbell, Emma Corrin and Kate Moss have tweeted about the book, while Waterstones tweeted a preview of their interview with Enninful. On the evening of publication, (Monday 5th September) Enninful answered questions from his followers in a scheduled Q&A.
Throughout the autumn, Bloomsbury will be releasing videos, including an eight-part Q&A series, and a one-part series where Enninful tells the story behind some of the photos included in the book.
Digital advertising continues to run across Facebook, Twitter and Instagram, and a strategic NetGalley "e-blast" newsletter was sent to more than 38,000 subscribers on publication day.
A national outdoor advertising campaign is currently in place, with posters appearing in Manchester, Liverpool, Sheffield, Birmingham and Bristol, and takeover sites in London’s Peckham, Finsbury Park, Ladbroke Grove and Camberwell.
