Reviving a 1934 novel through literary PR strategy
Reviving an 80-year-old novel through targeted media outreach and influencer engagement.
99.8M reach across media and social
Coverage in The Observer, Radio 4, BBC Culture, The Times
National and international print, online and radio exposure
Endorsements from major authors including Rachel Joyce and Joanna Quinn
Influencer content from TikTok to Instagram, driving engagement
Media relations
Campaign strategy & positioning
The Brief
Ahead of the 80th anniversary of VE Day, Persephone Books appointed Midas to relaunch Sally Carson's 1934 novel Crooked Cross, a story with startling contemporary relevance.
The objective was to build anticipation, secure standout endorsements and deliver top-tier national coverage, positioning the book as the unmissable cultural release for Spring 2025.
The Work
We positioned the novel as a forgotten literary masterpiece and a rediscovered warning on authoritarianism. We built pre-publication buzz through trade announcements and influencer outreach targeting cultural gatekeepers across national media. We secured endorsements from Rachel Joyce, Joanna Quinn, Radio 4's Today Programme and The Observer for cross-generational reach, supported by influencer content on TikTok and Instagram targeting literary fiction audiences.
The Results
We landed major features with BBC Culture, Radio 4, The Observer and The Times, positioning the title as a cultural rediscovery rather than a reprint. Coverage drove sales, including in the US, while influencer content brought the book to new audiences.