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Children's & YA

'Viper's Daughter' by Michelle Paver

About

Michelle Paver is an award-winning, multimillion copy bestselling author for children and adults. Her  legendary ‘Chronicles of Ancient Darkness’ or ‘Wolf Brother’ series for children aged 9+ launched in 2004 with Wolf Brother and became a global phenomenon with 3 million copies sold across the world and 1 million copes in the UK. Named one of The Times 100 Best Books of the Decade, the series is currently published in 36 different languages in 37 territories.

After a hiatus of 10 years, EDPR was charged with relaunching the series with the seventh title in the series, Viper’s Daughter. Our mission was to remind the original readers – many now parents - of the special role the books had played in their own childhoods whilst introducing a new generation of readers to the stories of Torak, Renn and Wolf.

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What we did

Set for publication in April 2020, the publication strategy had been honed over a year, with a cover interview in the industry magazine, The Bookseller, kick-starting coverage with further national print and broadcast media to follow alongside numerous festivals and multi-schools events spanning April, May and June.

Following the national lockdown, we swiftly reset PR plans to focus on key online and social channels, with live Q&As and Book at Bedtime sessions from Michelle's YouTube channel, the launch of a re-vamped website and the release of news on a long-awaited TV deal which was covered by over 150 media outlets.

Review and interview coverage appeared in The Times, Sunday Times, The Guardian, The Observer, FT Magazine, Daily Mail, Irish Times, First News, The Week Junior, Writing Magazine, Time and Leisure, Woman’s Way, Kookie Magazine and ParentTalk, with a PA Children’s Book of the Week review syndicated in over 32 regional newspapers. Online coverage included GoodToKnow, BookTrust, Books for Keeps, Scoop, The Reading Realm, LoveReading4Kids and a 16-date blog tour.

Most importantly, we engaged our brilliant network of teachers, book bloggers and key influencers to bring the story to a whole new generation of children.  

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