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An instant classic: Matt Haig's 'A Boy Called Christmas'

Canongate Books

Four handled the publicity campaign for Matt Haig’s new children’s book A Boy Called Christmas, published by Canongate Books and illustrated by Chris Mould. 

Our objectives were to establish the title as THE Christmas book of the year - an instant classic to be enjoyed for generations to come, and to drive sales in the competitive Christmas trading period. 

A special Christmas package containing A Boy Called Christmas branded cookies and two copies of the book was sent to Matt’s celebrity fans with an invitation to gift one of the copies and share their excitement on social media. 

Profile included a feature interview in the Independent on Sunday Magazine, written pieces for Guardian, G2 and Sunday Times, and interviews on BBC News, BBC R4 Open Book, BBC London Robert Elms, BBC Radio 2 Simon Mayo and BBC Scotland. 

The book was enthusiastically reviewed in ten nationals, as well as on BBC Radio 4 Front Row and received extensive coverage in regional and children’s media. 

14 reviews hailed A Boy Called Christmas as ‘a new Christmas classic’, while The Sun championed the title as THE Christmas book of the year. 

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