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.