Execution
Taylor
Herring worked with academic Dr Kevin Killeen and online research
company 72 point to put together a survey on reading habits,
asking specifically which titles were the most likely to be discarded
by readers for being too difficult, boring or unwieldy, and which
were most likely to be bought for decorative purposes by people
with no intention of actually reading them.
4,000 people were surveyed ensuring a representative sample
with good age and regional spreads.
Dr Kevin Killeeen was then tasked with penning synopses of the
top ten titles Brits were unlikely to finish, which were hosted
on Teletext’s information service to provide those readers
who struggled with them an easy way of finding out the endings.
The results were put together in a news release which was sent
out widely to news wires and national press news desks, as well
as books and arts correspondents. Taylor Herring also put
together a full day of broadcast interviews for Dr Kevin Killeen.
Results
Coverage achieved included:
Over £500,000 worth of coverage was generated, with national press news
stories in the Daily Telegraph, The Independent, The Guardian, The Times, Daily
Mail, Daily Express, Daily Record, The Sun, Metro, Daily Mirror and the London
Paper
Broadcast news pieces on BBC Breakfast, BBC News 24, BBC Radio 5 Live, Sky News,
Channel 4 News, BBC Radio 4 and over 30 regional radio stations.
Lots of online pick up including BBC online, Guardian unlimited and reuters.com.
Story generated coverage worldwide, with pick-up in New Zealand, UAE, India and
Europe.
What The Client Said
"This was a fantastic start to our ‘No Blah Blah’ campaign. On
the day the story broke it dominated the news agenda in the national
press, and across radio and TV, providing great awareness for
the Teletext brand.”
Lisa Shackleton, PR Manager, Teletext.
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