Client: Headline Publishing Group (James Patterson’s Beach Road)

Brief: To plan a television campaign to promote James Patterson’s latest crime thriller, Beach Road

Response Summary: In order to reach the key target audience, Total Media Limited selected a channel mix for the television campaign by choosing channels which not only reflected the profile of the title’s target audience, but also allowed the creative to be positioned around crime programming.

• Channel mix - Five, Sky One, Sky Two, ITV3, ITV4, More 4, Living & UK Drama were the channels selected for the campaign
• Advertisements – 30 second spots were bought in crime programming such as CSI, Law & Order, Prison Break, 24, Cold Case, Thief, Bones, Inspector Morse, Poirot, Taggart, Homicide: Life on the Street, Dalziel & Pascoe, Waking the Dead, Close to Home and Without a Trace

Result: The campaign reached 8.14M ABC1 adults and 17.4M adults, with sales of Beach Road up by 47% compared to James Patterson's last standalone thriller released at the same time of year. This resulted in Beach Road entering the bestsellers list straight in at No. 2 after only 3 days of sales, rising to No. 1 after its first full week in-store.