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LAUNCHING A NON-FICTION BRAND Chris Hadfield & You Are Here Sarah Patel, Publicity Manager, Non-Fiction Fergus Edmondson, Senior Marketing Manager, Non-Fiction Slide 2 #MPConf15 WIDER CONTEXT Chris Hadfield brand shift That difficult second book How could we better the 2013 tour? Slide 3 #MPConf15 PERSONAL ROCKET SCIENTIST During his tour of the UK Chris Hadfield will be on hand to help the nations school children with their most curious of science questions. Slide 4 #MPConf15 Slide 5 Slide 6 Slide 7 COMMS TEAMWORK Marketing Publicity Digital Slide 8 #MPConf15 RESULTS Personal Rocket Scientist 753 posts with #personalrocketscientist Combined reach 3.2 million 16 million impressions Students & education keywords Happy schoolchildren, happy author Slide 9 #MPConf15 RESULTS You Are Here 80k hardback copies sold Author tour sales +115% Sunday Times bestseller Astronauts Guide paperback platform Slide 10 #MPConf15 WHY IT WORKED Genuine, personal content Played to brands strengths Advanced planning Team Hadfield trust Internal comms Good will Slide 11 #MPConf15 WHAT NEXT? Scalable campaign Schools & charities Different platforms and channels Slide 12 #MPConf15