MEDIA EXECUTION

• We needed the hook that would spur readers into sharing their experiences.

• We needed stories that had scale and impact to inspire the nation.

• These requirements led us to Sky Arts as media partners who gave us access to literary stars such as Kate Mosse, Caitlin Moran and Sir Michael Parkinson.

• We created a series of editorially styled short films of these writers talking about books they’d loved reading, and that helped make them who they are today.

• This film content was distributed multi-channel on TV, in social channels and in-store as the foundation of the campaign.

• The films signposted the public to the Waterstones website and in-store, where they could share their stories and read about other people’s experiences.

• Physical voting stations also appeared in-store, so people could vote and help create a league of the most powerful books ever, for other readers to discover and enjoy.

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