Walker Books tasked 4mediarelations with the joyous challenge of generating coverage for children’s laureates Michael Rosen and Chris Riddell as they launched their illustrated children’s poetry book, ‘A Great Big Cuddle’.
Having already generated very successful literary campaigns in the past, presenting Chris, the current children’s laureate and Michael, who served the same post between 2007 and 2009, was a simple and pleasurable task for the experienced teams within 4mediarelations.
It may seem like the most straightforward thing in the world to pitch a well-versed author and illustrator talking about something they’ve written and drawn, but the key to this fantastic campaign was ensuring the tone, in terms of enthusiasm and expertise, of the radio and TV interviews matched the story.
Anyone can, effectively, write a book but the message here was ‘Two people at the top of their respective games have combined to create something truly one-of-a-kind’.
Therefore, speaking to the likes of ‘Fun Kids Radio’, targeting shows that speak to the parents of younger children (mid-mornings etc) and also those who the media team know have a love of all things literary would ensure the greatest possible coverage.
Chris and Michael spoke about ‘A Great Big Cuddle’, firstly, on London Live and then on the Mark Forest show which simulcasts to over 40 regional BBC Stations. They also spoke separately to BBC Radio Scotland, BBC Radio Manchester, BBC Newcastle and a simulcast show on BBC Radio Bristol & Somerset.