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Hutchinson Heinemann unveils campaign for Reid's Carrie Soto is Back
Hutchinson Heinemann has revealed its campaign for Taylor Jenkins Reid’s latest novel Carrie Soto is Back, including a specially set-up billboard in Shoreditch, TikTok advertising and a UK trip to boost her profile.
The publisher kicked off early with a pre-order campaign at Wimbledon, featuring branded lemonades and 600 samplers that were handed out by actors dressed as tennis players. This was focused around the day of the women’s tennis final to tie into the plot of the book, which follows tennis star Carrie Soto who comes out of retirement aged 37 in an attempt to reclaim her record.
Reid’s books, and campaign materials for Carrie Soto is Back were also displayed at Waterstones’ inaugural BookTok day in early August and Reid was interviewed during a headline event chaired by Poorna Bell.
For publication this week, the publisher has bus advertising around central London to maximise visibility of the book and has partnered with chatty lifestyle podcasts including “Wednesdays We Drink Wine” and “Sentimental Garbage” for sponsored podcast advertising.
An interview with Reid will run in You Magazine as well as five national newspaper reviews. Reid will appear at four high profile events — two in Waterstones, Topping Bath and Cheltenham Literary Festival — in mid-October. The venue capacities will range in size from 200 to 1,000 people.
The publisher said: "The love that has been shown and shared for Taylor Jenkins Reid and Carrie Soto is Back has been immense. At Cornerstone we wanted to pull together a campaign which matched the passion and dedication that people feel for her as an author and the character of Carrie who has already become an icon to match Daisy, Evelyn and Nina."
