Joan Collins

Case Study /

Orchestrating a Successful Book Launch for Joan Collins

Client

Joan Collins, Acclaimed Actress and Author

Locations

Background

Joan Collins, the iconic British actress known for her roles in “Dynasty” and numerous films, was set to release her memoir “Behind the Shoulder Pads” in the United States. As a well-established figure in entertainment, Collins sought to create significant buzz around her book launch and reach a wide audience across various demographics.

Objectives

MB and Associates was tasked with leading a comprehensive PR campaign for the U.S. launch of “Behind the Shoulder Pads,” aiming to maximize media coverage, drive book sales, and reinforce Collins’ status as a Hollywood legend.

strategy

High-Profile Media Placements
Print and Digital Media Coverage
Local Events and Book Reviews

Implementation

High-Profile Media Placements:

MB and Associates leveraged Joan Collins’ star power and the book’s intriguing content to secure top-tier media appearances. The firm successfully booked Collins on major television shows, including:

Entertainment Tonight: This placement allowed Collins to reach a broad audience of entertainment enthusiasts, teasing juicy anecdotes from her memoir.
Piers Morgan: An in-depth interview that delved into Collins’ career and personal life, providing a more serious discussion of her experiences in Hollywood.
Fox News Entertainment: This appearance helped reach a different demographic, potentially expanding the book’s audience.

These high-profile television appearances ensured that “Behind the Shoulder Pads” remained in the public eye and generated excitement among potential readers.

Print and Digital Media Coverage:

To complement the television appearances, MB and Associates secured prominent coverage in leading print and digital publications:

New York Times Style Section: A feature that highlighted Collins’ enduring influence on fashion and style, tying in with the book’s themes.
Wall Street Journal Mansion Section: An article that showcased Collins’ luxurious lifestyle and homes, providing a glimpse into the glamorous world described in her memoir.
People Magazine: A cover story that offered exclusive excerpts from the book, appealing to a wide range of readers interested in celebrity news and gossip.

These placements ensured that “Behind the Shoulder Pads” received attention from diverse readership, from fashion enthusiasts to business professionals and celebrity watchers.

Local Events and Book Reviews:

To create a more personal connection with readers and drive sales, MB and Associates organized a series of events and secured book reviews:

Premier Bookstore Events: The firm arranged book signing events and readings at top bookstores in Los Angeles. These events allowed fans to meet Collins in person and created additional media opportunities for local press coverage.
Book Reviews: MB and Associates secured reviews of “Behind the Shoulder Pads” in influential publications and literary circles, helping to establish the book’s credibility and appeal to serious readers.

Results

The comprehensive PR campaign for “Behind the Shoulder Pads” yielded impressive results:

Media Saturation:

Joan Collins and her memoir received extensive coverage across television, print, and digital media, ensuring high visibility during the crucial launch period.

Diverse Audience Reach:

The variety of media placements helped the book appeal to a wide range of readers, from young fashion enthusiasts to older fans familiar with Collins’ earlier work.

Critical Acclaim:

Positive book reviews helped establish “Behind the Shoulder Pads” as a substantial memoir rather than just a celebrity tell-all.

Enhanced Author Profile:

The campaign reinforced Joan Collins’ status as a Hollywood icon and introduced her to younger generations.

Strong Book Sales:

While specific sales figures are confidential, the publisher reported that “Behind the Shoulder Pads” exceeded initial sales projections and quickly climbed bestseller lists.

Successful Events:

The Los Angeles bookstore events were well-attended, with some venues reporting sell-out crowds.

Through a strategic combination of high-profile media appearances, print and digital coverage, and local events, MB and Associates successfully orchestrated a massive PR campaign for Joan Collins’ “Behind the Shoulder Pads.” The firm’s efforts not only ensured a successful book launch but also reinvigorated public interest in Collins’ career and life story. By securing a mix of entertainment news coverage and more serious literary attention, the campaign positioned “Behind the Shoulder Pads” as both a glamorous Hollywood memoir and a substantive piece of writing, appealing to a broad spectrum of readers and solidifying Joan Collins’ legacy in the entertainment world.