‘Forget Potter, this is Beatles territory’
‘Tuesday was not merely Tuesday but Testaments Day, and the capital Testaments Town’
‘A partnership which sets the standard for future big releases.’
BEA CARVALHO, General Fiction Buyer, Waterstones
Readers had been waiting more than 34 years for the sequel to The Handmaid’s Tale. With Margaret Atwood in the UK for global publication, we needed to craft an event around the midnight moment when books, heavily under wraps until then, finally went on sale.
We were determined to mark a cultural moment (‘the literary event of the decade’ Guardian) with a live, experiential activity with global online reach, whilst also ensuring publication-day dominance across UK press – print, broadcast and online.
Together with Waterstones, we orchestrated an immersive Margaret Atwood festival,
taking over all floors of Europe’s largest bookshop for 450 very lucky fans. Coverage of the event appeared across the world’s media and we live-streamed the evening ensuring that thousands of fans around the world could join in.
It was important that the live event reflected the tone, messaging and creative approach of the wider campaign for The Testaments – raising awareness of themes of protest, justice and change, emphasising our bold, now iconic green palette while introducing new characters from Gilead.
In collaborating so closely, VINTAGE and Waterstones sought to set a new standard for how publishers could innovate and collaborate with a book retailer, breaking some sales-performance records in the process.