Challenge:
Dale Henry, a small business owner based in Oxfordshire, England, owned a piece of literary history – an uncorrected proof copy of Harry Potter and the Philosopher’s Stone, one of just 200 ever printed. Dale hired Red Banyan to generate interest in the book through earned media and help maximize its sale price.
Action:
Red Banyan created customized press lists of reporters and outlets targeting those who had covered Harry Potter-related stories in the past or who generally covered the arts and/or business, and developed pitches that emphasized the book’s remarkable but quaint story.
Impact:
Red Banyan secured dozens of stories about the book, including a radio interview with the BBC, a Reuters video syndication, and an ABC syndication. In the end, the book sold for $37,500, setting a new record for Harry Potter proofs. For context, another proof edition of Harry Potter and the Philosopher’s Stone sold for approximately $14,000 a few months earlier.