CASE STUDY: Headline Publishing target ABC1 women through sponsorship of prime time on Zone Romantica.
Headline Publishing and Total Media wanted to generate awareness of their new title 'Bad Behaviour' by Sheila Flanagan, amongst a female audience, as well as increase the book's sales and position on best seller lists. Our challenge was to achieve their aspirations with a modest budget. Sky Media was able to create the ideal sponsorship package, for less than £15,000. The solution was a month long, prime time sponsorship of Zone Romantica - an entertainment channel with an appealing mix of escapist fun and emotionally charged drama specifically tailor made for women.
- Build awareness of the book's launch amongst ABC1 women
- Increase sales of the book Bad Behaviour by Sheila O'Flanagan
- Increase the book's position on best-seller lists
The campaign involved a month-long sponsorship of 'prime time' on Zone Romantica - programming between 7pm & 11pm every evening. Shows featured included Ally McBeal, Chicago Hope and Beauty And The Beast. The budget constraints meant that the audience had to be precisely targeted to maximise the reach of the campaign. All these requirements were met by Zone Romantica's ability to attract an upmarket female audience with a wide age range. A 30 second competition spot was also aired regularly, gaving viewers the opportunity to win a copy of the book.
During the month of the campaign, sales reached 118,000. This is 25% up on sales of the author's previous copies paperback title in 2007. The book also reached number two in the Sunday Times Paperback Bestseller List - Sheila O'Flanagan's highest position to date. Bad Behaviour remained in the top ten for the duration of the campaign. Headline Publishing plan to return to Zone Romantica to promote other similarly targeted titles.
Headline Publishing were thrilled with the results of the campaign with both sales and position on best-seller lists significantly increasing as a result. "We were delighted to work with Headline on this ideal partnership. Its success was a triumph on both sides, and having found such lovely synergy, we look forward to a long association" Ingrid Pountney, UK Sales Director, Zone Romantica.