Pan MicMillan supported the release of the new book through a multi-channel campaign. This included a range of balloons, windows, end caps and front of store displays across the country on the launch day. Due to lockdown restrictions and the inability to host an in-person book launch, Pan MicMillan pivoted by creating a first-time, one-off virtual event hosted from the Sydney Opera House, in which Liane shared insights into her writing process with the ABC writer and broadcaster Annabel Crabb.
Apples Never Fall debuted as the #1 best-selling title in the country, retaining that spot for four weeks. The book also became the overall #1 highest selling title across the market, and regained the #1 spot for three weeks
at Christmas, resulting in a total of seven weeks as the bestselling title in Australia, more than any other title that year. Pan MicMillan saw a 39% growth in Australian invoiced backlist sales
and international success, published in nineteen languages
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