A publishing moment for the ages
Launching The Rose Field, the final instalment of a beloved trilogy.
Marketing strategy
Campaign planning
Audience insight
Brand messaging
501
pieces of coverage
291
media outlets secured
4 billion+
reach
over 50k
first week sales
The Brief
Appointed by Penguin Random House and David Fickling Books, Midas were tasked with delivering a landmark media campaign for The Rose Field, the final instalment in Philip Pullman’s much loved The Book of Dust sequence, publishing on 23 October 2025.
Our remit was ambitious: create the most celebratory publishing moment of the year, secure a Number One bestseller, mobilise a devoted global fanbase, position the novel as adult fiction, and coordinate a complex, multi-stakeholder campaign across the UK and US.
The Work
Beginning in March 2025, we built a coordinated strategy spanning announcement, jacket reveal and publication. We positioned the novel decisively as adult fiction, reinforcing the evolution of Lyra’s story while honouring the trilogy’s legacy. A landmark Oxford projection of the alethiometer teased the announcement, securing national news under embargo and framing publication as a cultural moment.
We navigated embargo challenges, sensitive editorial considerations and a complex news agenda with clear messaging and robust crisis planning. High impact coverage included a major BBC broadcast package led by a 30-minute edition of The Interview on BBC iPlayer, an extract in The Guardian, and a landmark Sunday Times interview anchoring publication week.
Our events strategy focused on fewer, larger scale moments. Flagship Waterstones events at St James’ Church and Oxford’s Sheldonian Theatre delivered emotional resonance, live streaming reach and significant sales, supported by midnight openings and high profile appearances.
The Results
We delivered a campaign that cut through a crowded and charged media landscape, generating over 500 pieces of coverage across national, regional, trade and international outlets. The book became one of 2025’s biggest sellers and Philip Pullman’s first adult Number One in nearly fifteen years.
Crucially, we achieved our primary objective: Number One on the Official UK Top 50 and Independent Bookshop Top 20 in publication week, selling 50,000 copies in seven days.