Women's Prize for Fiction 2018 at the Baileys Book Bar
29 May 2018
Following the sell-out success of the 2017 Pop-Up, we were thrilled to be back on board with Baileys for the Women’s Prize for Fiction 2018 at the Baileys Book Bar. Situated in Waterstones on Gower Street, we helped oversee four days of packed-out events to celebrate outstanding literary talents of women. From creating coffee cocktails with Celeste Wong to enjoying the razor comic observations of Katy Brand, we can honestly say we had a blast putting it together – and left with a lot of additions to our reading list!
The challenge with the Baileys Book Bar is to make reading, a very isolated activity and one that we might associate with cuddling up in an armchair for some peace and solitude, into an active, vocal and social one.
We wanted our readers' event to throw off any sleepy book-club stereotypes and become a dynamic, stimulating, lively event that inspired audiences, both online and offline, to talk about, share and read more writing by women.
Baileys, the indulgent creamy treat, makes the perfect partner for promoting the pleasure of reading and added a sophisticated dynamic to the events.
We landed over 30 stories in foodie, lifestyle, culture and London press, using the themes of each nights event (from comedy to cocktails) to reach new and different audiences.
We welcomed key influencers to review and promote the events across digital platforms too, along with encouraging attendees to further share and socialise their experiences. In this way we broadcast the themes and messages beyond the packed-out room and onto the eyes of the online world.
To rally further support for the Baileys Book Bar we even gamified the events, setting up competitions and ticket giveaways with national press including Daily Mail, YOU Magazine, and YOURS Magazine.
Our challenge was to move beyond just the literary press, and secure ‘cool hunter’ coverage for our client, Baileys, in the foodie, lifestyle, culture and London press. With sell-out events all week and a social buzz engaging thousands online, we’re happy to raise a chilled glass of Baileys to the book bar being a big return success in 2018.
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