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Guardian Faber launches extensive campaign for Hyde's What Just Happened
Guardian Faber has unveiled the details of a far-reaching campaign to promote Guardian journalist Marina Hyde’s What Just Happened?! Dispatches from Turbulent Times.
The book, a collection of Hyde’s columns for the Guardian, will publish on 6th October. Working with the Guardian Bookshop, the multi-channel campaign includes dedicated newsletters, a series of live interviews, print advertising in the Guardian and Observer, and targeted online merchandising across the Guardian site.
A proposed one-day digital ad takeover is scheduled for early October. The Guardian Bookshop’s campaign is supported by exclusive promotions for Guardian readers and supporters, including a weekend offer in the Saturday magazine.
Hyde revealed the cover across her 488,000-strong Twitter following back in June, with Waterstones announcing its signed edition at the same time.
She will be embarking on a 16-date tour including a conversation with Richard Osman at Cadogan Hall with Guardian Live on 11th October, an interview with Fi Glover at Henley Literary Festival on 7th October, an interview with Raven Smith at Cheltenham Literature Festival the following day and an interview with Frankie Boyle in Edinburgh with Portobello Books on 12th October.
The social campaign has featured Hyde discussing the book, which formed the basis of the ongoing pre-order campaign running across social channels. This will continue through to Christmas and be bolstered by Spotify podcast advertising on launch. Retailer-specific activity will run in tandem, alongside content for the Guardian Bookshop, Waterstones, Bookshop.org and a signed print giveaway for Faber members.
The team has organised billboards in Manchester and London to advertise the book next month, with fliers appearing on National Rail services and London Underground advertising being installed in the lead up to Christmas.
Broadcast interviews include BBC 2’s "Newsnight" on 28th September, ITV1’s "Lorraine" on publication day, BBC Radio 4’s "Loose Ends", BBC Two’s "Claudia Winkleman show" and Virgin Radio’s "Graham Norton Show". Podcast appearances include "Out to Lunch" and "Reasons to be Cheerful".
Print interviews include a double-page interview in Vogue, a cover feature in the Guardian’s Saturday magazine, and features in the Irish Times, Esquire, Grazia, Observer, Scotsman and via the Press Association.
