Launching a poignant new classic for a climate-conscious generation
Establishing essential media relations and securing literarc partnerships to position an eco-fable for young readers ahead of Earth Day.
8
pieces of coverage
200K+
print circulation
650K+
online reach
250K+
social reach
1.1M
approx total reach
Media relations (print, digital, broadcast, podcasts)
Campaign strategy & positioning
The Brief
Higher Ground, an illustrated dystopian novel for primary-aged children by Thai-Australian author Tull Suwannakit, required a UK publicity campaign timed to land around Earth Day.
New Frontier appointed Midas to build industry awareness, secure Earth Day editorial and position the book as an essential eco-fable.
The Work
We produced an author Q&A to shape key messages, then built a media plan with angles for children's, parenting, teaching and eco-living outlets, including sustainability for families, the author's creative journey and climate fiction for reluctant readers. We partnered with literacy platforms on interviews and giveaways, coordinating mailings with New Frontier.
The Results
We secured print round-up features, reviews, a dedicated blog Q&A, a newsletter giveaway and social support from a children's literature expert, plus further interest from national and international broadcast outlets.