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Canongate launches 'widest ever reaching campaign' for Matt Haig's The Life Impossible
Canongate has announced a huge campaign for Matt Haig’s new Ibiza-set novel The Life Impossible, which has been released today (29th August). Haig’s new book has had simultaneous and coordinated global publication, and a huge UK campaign planned for its release.
Canongate worked closely with Haig’s 31 international publishers for the release, and coordinated cover styles and campaigns across eleven of those publishers. The publishers shared plans, assets, press opportunities, copy-lines and passion, the coordinated group—led by Canongate—leading to a huge influx of pre-orders. Five of the publishers released their editions alongside Canongate this week, with the rest set to follow in early September.
Canongate also launched its biggest ever influencer outreach campaign, featuring a personalised escape kit for tastemakers and influencers. Haig’s fans were also given early access to assets, information, and exclusive giveaways.
At the London launch at the Southbank on Friday 30th August, there will also be a Balearic-inspired DJ set by Macca as well as tropical cocktails and mocktails from the festival bar as well as souvenir pins for event attendees.
Today marks the start of Canongate’s widest ever reaching consumer campaign, with a set of National Rail and Underground network adverts, digital adverts targeting book lovers near bookshops. Bookshops will also be given full POS packs to reflect the look and feel of the title. Signed copies are available through Waterstones, and further copies of a special independent bookshop edition with sprayed edges are also available.
Canongate has also partnered with Macduff Marine Aquarium to create a promotional video depicting the novel amid the plant and marine life, which will be released on Haig’s social channels later this week.
