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The Women’s Prize for Fiction
The Baileys Women’s Prize for Fiction appointed Kallaway in 2017, the final year of Baileys’ title sponsorship, to help increase its profile, develop the Prize's new sponsorship structure and secure new sponsors for 2018.
Working closely with the Prize we delivered a campaign that enhanced Baileys’ association with the Prize, broadened reach and deepened audience engagement. Activation highlights included The Baileys Book Bar – a week-long event that enabled fans to enjoy readings and conversations with leading female writers while enjoying Baileys cocktails. Other activity ranged from media partnerships with leading titles such as Grazia, to a social media campaign that grew organic reach by 115%, organic engagements by 12% and followers by 10%.
All activity built to the Prize gala event announcing the 2017 Winner which was Naomi Alderman’s The Power. Within 24hrs, the book became an Amazon Number One best seller– a first for the Prize.
The change of sponsorship structure was handled successfully with Deloitte and NatWest joining Baileys as the sponsors of the Prize.
The campaign won the Arts & Cultural Sponsorship of the 2018 Arts Sponsorship Awards and was shortlisted in the Women and Public Relations categories.
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“Kallaway worked closely with us to deliver an outstanding PR campaign. In addition, their sponsorship consultancy helped us successfully reshape the Prize’s sponsorship structure and secure new sponsors. A great partner for the Prize.“
Harriet Hastings
Managing Director, The Women’s Prize for Fiction
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