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William Collins unleashes ‘unmissable’ campaign for Boris Johnson’s memoir
A major publicity and marketing operation by HarperCollins will support the publication of Boris Johnson’s Unleashed next month.
The publishers tipped it as “a book that shatters the mould of the modern prime ministerial memoir” backed by a campaign that “will deliver unmissable cultural and political coverage that will have the nation talking”.
Acquired in January 2023, Unleashed will be published in the UK by William Collins on 10th October and in the US by Harper on 15th October.
The publicity campaign will launch at the end of September with a multi-part global serialisation in the Daily Mail and Mail on Sunday. Johnson’s first interview will be a primetime special on BBC One with Laura Kuenssberg, followed by an interview for GB News with Camilla Tominey. Additional broadcast will include Times Radio with Stig Abell, LBC with Nick Ferrari, Radio 5 Live with Matt Chorley and Sky News with Wilf Frost.
The print campaign will lead with an interview in the Daily Telegraph followed by the Sunday Times and the Sun. Steven Bartlett will interview Boris Johnson for the sole planned podcast interview on “The Diary of a CEO”. There will be two events, one with Cheltenham Literature Festival on 10th October and one with Waterstones in Manchester two days later.
The marketing activity will also be on a major scale, HarperCollins said. “A blockbuster marketing campaign will run in parallel, backed by rigorous research and audience insight,” the publisher said. “Strong pre-publication activity at the Conservative Party Conference will be followed by an unmissable nationwide advertising campaign, across the London Underground and National Rail network to reach more than two million readers.
“This will be supported by an extensive online campaign to reach millions more. Close collaboration with the trade will deliver unprecedented instore displays and merchandising, including high-profile front-of-store takeovers, clearly positioning Unleashed as the biggest book of the year.”
