BMS Campaign Award goes to debut novel promoted through online game

The BMS are delighted to announce that the winner of the Best Marketing Campaign of the Year Award is The Night Circus, published in hardback and ebook by Vintage.  This title was one of the most successful literary debuts of 2011, achieving impressive TCM sales in hardback.  The stylish and innovative campaign, conceived and managed by Vicki Watson, Roger Bratchell, Dan Franklin and Bethan Jones of Vintage, centered on an online storyworld, which attracted over 13,000 users in the first 2 months and is still gaining new readers, providing an effective launch pad for the paperback in summer 2013.

Alastair Giles, chair of the judging panel, commented:

The shortlist for the Marketing Campaign of the year was drawn from previous 2011 BMS seasonal Awards, plus, winners from the specific annual award winners – a genuinely diverse and deserving list. In the end the judges could only focus on a campaign which met the challenges of 21st century publishing and book marketing head on: an innovative digital strategy that jointly built a new community for the book and extended the boundaries of storytelling itself online.”

The category winners were:

  • BEST BLURB – Tiger Mother by Amy Chua, published by Bloomsbury
  • BEST OVERALL PACKAGE – The Secret Garden by Frances Hodgson Burnett, published by Puffin
  • BEST BREAKTHROUGH CAMPAIGN – The Night Circus, published by Vintage
  • BEST PARTNERSHIP – Books and the City, conceived by Simon & Schuster
  • BEST BRAND MANAGEMENT – The Diary of a Wimpy Kid by Jeff Kinney published by Puffin
  • INNOVATION – The Way I See it by Alan Sugar, published by Macmillan

You can view the shortlists in full here.

Over the coming weeks as we’ll be posting case studies and blogs which will look in more depth at our winners and shortlists.

Congratulations to all involved!

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