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The brief:
Stratford Literary Festival wanted to raise awareness through digital and traditional media of its 4th annual event, which took place in May 2011, generating more interest in the festival and its events, and increasing ticket sales.
The approach:
We worked with Stratford Literary Festival to launch www.grabaline.co.uk, an online initiative which saw celebrated author Ian Rankin pen the first line of a collaborative novel.
Visitors to the site added lines to the novel over the following 12 weeks, with authors from across the world helping develop the book, which was then concluded at the festival by novelist David Nicholls.
We promoted the festival, its schedule and its author line-up vigorously through local and national PR, attracting both would-be authors and book-lovers alike. In addition, we promoted the associated schools’ literary festival, a spin-off event aimed at involving children in free drama workshops and literacy lessons to ignite a passion for reading.
The results:
A well-read success! Thanks to positive media exposure achieved across all of the regional titles, in literacy specialist titles including The Bookseller, in regional What’s On guides, and in The Times and The Telegraph, Stratford Literacy Festival not surprisingly saw a significant increase in ticket sales and firmly established itself as a ‘must see’ event in the literary calendar.
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