Penguin General Reveals Extensive Marketing Campaign For Michelle Obama's New Book

Penguin General Reveals Extensive Marketing Campaign For Michelle Obama's New Book

Penguin General has launched an extensive marketing campaign for Michelle Obama's new book The Light We Carry, including a one-day event at Waterstones Piccadilly and a competition to win a trip to Chicago.

The Light We Carry is called "an inspiring book full of fresh stories from the former first lady, where she shares her practical wisdom and powerful strategies for standing strong in an uncertain world." Viking will release it in the UK on November 15th.

Amelia Fernie, Director of Communications at Penguin General, said: "Since we published Becoming (Viking) four years ago, many of us have faced huge challenges, so we are delighted to publish an author with a message of hope and optimism and whose wisdom will resonate. there are many. In The Light We Carry, Michelle Obama uses her life lessons to provide a practical tool for living courageously. Our campaign aims to bring her new book of useful and much needed by as many readers as possible." .

Viking Black Ballad, a UK-based media platform focused on black women, and Dark Matter, a specialist marketing agency dedicated to connecting black audiences with a wide range of films and books, have teamed up to create a series of black audiences for the audience. mounts events on themes related to the book, culminating in a one-day event at Waterstones Piccadilly, central London, on Sunday 27 November. Throughout the day, customers will be invited to experience a range of exciting self-care activities, including beauty treatments, coaching sessions, parenting tips and workshops. There will be free cocktails, goody bags, live music and children's activities. The day will conclude with a live event, curated by Black Ballad, where a panel moderated by Black Ballad Editor-in-Chief Jendela Benson will discuss the topics covered in The Light We Carry .

Mikalar Walker, CEO and Founder of Dark Matter, said: "I am delighted to join Black Ballad to celebrate the launch of The Light We Carry . This event was created with a passion to uplift and celebrate Black women, I can't". Don't wait until you see them all to share!"

Black Ballad founder Toby Oredain added: “Black Ballad is thrilled to be working with Penguin and Dark Matter to celebrate the release of Michelle Obama's second book, The Light We Carry . Mrs. Obama continues to inspire us all to continue to pursue our ambitions, even in the face of hardship and unwarranted criticism. Most importantly, though, it always reminds us to celebrate our black womanhood, unapologetically and on our own terms. So there is no better Balada Negra book to create three virtual workshops and a personal festival. We want these events to not only celebrate the book, but to inspire our audience and everyone who attends to be the best version of themselves."

In partnership with Waterstones, Penguin General also offered a pre-order prize to win a trip to Chicago and tickets to see Michelle Obama live at an event in her hometown. The tier has been sent to stores to promote the competition and the winner will also receive a copy of The Light We Carry signed by the author.

The ambitious outdoor campaign was commissioned by National Rail and London Underground on premium websites. Waterloo Motion's highly sought after ad was booked on release day with a 40m wide digital ad featuring five train platforms. Between November 21 and December 4 there are huge 48-page billboards along the motorways of Manchester, Birmingham and London. These "illuminated" signs will transform your creativity from day to night to reveal a hidden message.

Viking has booked a huge advertising package from Spotify for the first time, aiming to reach over one million podcast listeners within a month. This package includes a three-week reading sponsorship with one of the UK's biggest podcasts, The Receipts, as well as a two-week sponsorship with Brené Brown's Unlocking Us and will become a 30-second spot shared on Spotify.

During the week of the release and into December, a global Christmas gift radio campaign will run on commercial channels. The digital advertising campaign has been launched since the book's announcement and will run until Christmas. After the release, the programmatic advertising campaign will begin.

An influencer campaign aimed at lifestyle and personal development audiences is also running alongside a pre-publication Penguin.co.uk landing page, social media and newspaper content programme.

Viking will sell The Light We Carry to PRH staff to raise funds for Project Access, which was set up in 2008 to help talented young people from disadvantaged backgrounds gain an education at a leading UK university such as and in the Girls' Network. Aiming to encourage and empower boys and girls aged 14-19 by connecting them with a mentor from disadvantaged communities and a network of positive female role models.

Additional advertising plans will be announced closer to release.

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