27th February 2015

What Kids Are Reading press launch

We’ve had an incredible week in the CubanEight office, securing great coverage in not one, not two but four national newspapers for our education client Renaissance Learning, and coverage on the front page of The Guardian to boot.
Renaissance Learning’s annual What Kids Are Reading report is the largest annual study of its kind, looking in depth at the reading habits of nearly 600,000 British school children. It offers a unique insight into the books children are reading, and those they like the best based on data from Renaissance Learning’s Accelerated Reader software. The report is now in its seventh year, and we’ve worked with Renaissance Learning for the past three years to build it into an annual event that is expected and well received by the press.

This year’s report launched yesterday and our PR objectives were to raise awareness of the report and drive traffic to the website to download it. We mined the report to create strong angles for the media – this year focusing on the differences between the most read books (by Roald Dahl and Jeff Kinney) and the most popular books (by John Green and David Walliams). A programme of media relations ensured all key press had the story with coverage hitting on the morning of launch. The story was picked up by the Press Association, Daily Mail, The Guardian and The Independent to name a few, with widespread trade coverage too.

IMG_3725Following the initial launch, the team headed up to London yesterday afternoon to attend the first event What Kids Are Reading Awards. Based on the report, the awards celebrated the authors voted most popular with children across the UK. We had invited press to attend the event, so together with them and a selection of schools, publishers and education experts we set sail from Waterloo Pier for a trip down the Thames for the awards reception. David Walliams and John Green were named the winners, with a special outstanding contribution award presented to Roderick Hunt, author of the Oxford Reading Tree series.

Web traffic is already up, and the engagement on social media has been very positive too. We’re still seeing coverage going up today and are busy working on opinion pieces and blogs to sustain to momentum of the launch.