Sir Chris Hoy MBE is the most decorated British Olympic cyclist in history and the author of the popular Flying Fergus series of children’s books.
Be Amazing is Chris’s first work of non-fiction; a book written to inspire children aged 9-12 to dream big and follow their passion. Publication was initially scheduled to tie in with Olympics 2020 but was moved to October after COVID-19 disrupted plans.
Working as an integral part of the Walker team, EDPR were engaged to reach children and parents nationwide with a motivational message of hope and inspiration from one of the nation’s greatest living sportsmen.
Harnessing Chris Hoy’s national icon status, we started an early word-of-mouth campaign using trade press and social media for teasers. A cover-reveal on Chris’s social feeds created immediate impact and kick-started the campaign. Advance scheduling and strategic use of Chris’s time was crucial and media secured included ITV Lorraine, Sky News, Guardian, Sunday Times, Sunday Express, Metro, HELLO! Magazine, BBC Radio 4, BBC Radio 5 Live, First News, The Week Junior, TALK radio, TALKSport, Guardian online, Times online and Psychologies.co.uk.
The impact from the Guardian interview was immediate with the book shooting up 3,571% into the #2 position in Movers and Shakers on Amazon. Sales spikes from national broadcast coverage saw him re-enter the Top 5 in the same chart where it has remained almost two months post-publication.
Close collaboration with all stakeholders was key with a reach of 4 million across print, broadcast and online, inspiring children and adults alike to Be Amazing!
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