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CONSUMER PR
Client: Puffin Books
PR Team: Colman Getty Public Relations
Campaign: Madonna's English Roses books
Timescale: April-September 2003
Budget: Four figures
She may well have sold nearly 200 million albums, had 25 top ten hits, starred in five films, and even snogged Britney Spears live on TV, but this year Madonna embarked on a career as a children's author, too.
The pop star has signed a five-book deal with Puffin Books and the first of her series, The English Roses, was published in September.
It was the first book ever to be published in 100 countries simultaneously - this meant a strict ban was imposed on the release of any content to the press before publication.
Colman Getty PR, which also handles PR for Harry Potter author JK Rowling, was brought on board by Puffin books to launch The English Roses in the UK.
Objectives
To promote Madonna as a children's author, so that her reputation as a novelist is established by the time the following four books in the series are published. To make The English Roses a bestseller.
Strategy and Plan
The embargo on access to the material about the novel made it difficult to promote The English Roses in press releases, because even information about the storyline and book jacket could not be released...