Good is the enemy of great

PR Launch Campaign - A Case Study

Publicity Queen was asked to develop and implement the national launch PR campaign for Australia's Biggest Book Group so as to raise awareness and funds for Muscular Dystrophy Australia.

Started by Dr Lucy Burns in March this year, Australia's Biggest Book Group is a charity website and event. All profits from Australia's Biggest Book Group's website for the sale of new book Versace Sisters, will be donated directly to Muscular Dystrophy Australia.

OBJECTIVES

  • To position Australia's Biggest Book Group as a worthy and fun charity event in which to become involved.
  • To promote Dr Lucy Burns as a spokesperson for the event and showcase her as an example of a person affected by muscular dystrophy.
  • To achieve national media exposure in TV, radio, newspapers and magazines.

 CHALLENGES

  • The general public don't closely relate to muscular dystrophy as they do with other diseases such as cancer.
  • Australia's Biggest Book Group is only in its first year and therefore unknown in the marketplace.
  • With an extremely limited budget, there was no supplementary advertising or marketing to the PR campaign.
  • As a ‘media personality', Dr Lucy was unknown to the Australian public.

CONCEPT

  • The central PR strategy was to use Dr Lucy as the media angle for Australia's Biggest Book Group.
  • We chose to focus on Dr Lucy rather than on the charity, the event, the book or its author as we knew she'd have media appeal because she has a remarkable personal story and is photogenic.
  • As a woman who is a mother, doctor and businesswoman with the affliction of muscular dystrophy, she has wide market and emotional appeal.

RESULTS

  • As a direct result of the expansive media coverage, Australia's Biggest Book Group has received in excess of 350 registrations; all of whom bought books.
  • The highlight of the campaign was getting Dr Lucy featured on 9am with David & Kim - from that interview alone Australia's Biggest Book Group sold 100 books within a couple hours.
  • Over a concentrated four-month campaign, we received significant national media exposure including;
Magazines
  • Madison Magazine
  • New Idea
  • That's Life Magazine
  • Finally at 40
  • Melbourne Child

TV

  • Seven Nightly News
  • 9am with David and Kim

Newspapers

  • Herald Sun
  • The Sunday Age
  • Sun Herald

Radio

  • ABC Radio
  • Radio 3AW
  • Mix FM Radio
  • Regional Victoria and NSW radio

The Versace Sisters book is still on sale, so support a fellow entrepreneur who is raising much needed funds!

For more information on our work with Australia's Biggest Book Group, read their case study at - http://www.publicityqueen.com.au/client/australias_biggest_book_group