Pan Micmillan created a multi-channel campaign to maximise sales of the novel. This included a schedule of virtual events in which Jane spoke to more than 2,000 people with a range of interviewers in order to diversify conversations and video content. To replace in-person book signings that weren’t possible in person, special signed book plates were provided to booksellers. Pan Micmillan arranged multiple media appearances and interviews for Jane, who appeared on The Project, ABC News Breakfast, Studio 10, ABC RN and 3AW. Utilising the power of print, the team created ‘3D’ headers for dump bins to draw attention to the books in store, with a design that emulated the waves and cliffs illustrated on the book covers.
Pan Micmillan achieved its targets, with The Survivors holding the #1 position of Australian new release fiction title. The digital assets created for their pre-order campaign contributed to a significant increase in sales during launch week, an increase of 125% from Jane’s previous title The Lost Man.
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