Launching a book recycling scheme through corporate and consumer PR 

UKBooks
Written By Maddie Dunne Kirby

We delivered smart corporate PR and trade outreach to build consumer awareness for a new circular economy book scheme.

 
 

  • 41 pieces of coverage

  • Coverage in UK, US, EU and beyond

  • Three broadcast interviews

  • 15+ trade titles

  • 12 consumer lifestyle placements

  • A pioneering circular economy idea, widely adopted

  • Media relations (print, digital, broadcast, podcasts)

  • Campaign strategy & positioning

  • Profile building & spokesperson support

  • Trade PR and industry influence

 

The Brief

To build awareness for a brand-new book recycling scheme, Bookshop.org appointed MIDAS to lead a campaign to launch the initiative spanning lifestyle, trade and national media. Our brief was to build awareness, explain the model and generate consumer buzz across lifestyle, trade and national media.

The Work

We positioned Bookloop as a sustainable, tech-savvy decluttering tool aligned with an indie-first ethos, with royalties returning to authors and profits to independent bookshops. We ran a multi-strand outreach campaign across news, business, arts and sustainability media, secured spokesperson interviews, and produced a press toolkit for bookshops to drive regional coverage.

The Results

We generated coverage across broadcast, print and online media, including The Guardian, The Independent, BBC Radio 4's Open Book and Harper's Bazaar. Trade and sustainability titles highlighted the scheme's circular economy credentials.

Maddie Dunne Kirby
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