Rockstarlet

Situation Analysis

Rockstarlet, a debut novel about a gay rock star who was pushed into the closet by his management, was to launch in March, 2006. The gay literature segment has become saturated and competitive over the last few years. While the author, Stewart Lewis, is also a singer/songwriter, he is not well known, making press coverage more challenging.

Objectives

Generate awareness of Rockstarlet among target media and consumers. Motivate consumers to buy/read Rockstarlet.

Strategies

REVERBERATE! devised the following strategies to
differentiate the novel and meet the business objectives:

• Tell a compelling story by showing how the author has been on a real-life journey, similar to that of the protagonist in the novel
• Create news by encouraging the author to start a non-profit foundation called T.R.U.E. (Time for Respect, Understanding and Empathy) to inspire other musicians/celebrities/actors to be true to themselves, so others won’t have to undergo the struggle that the author had
• Differentiate the author from other novelists by sending a CD of his music to capture the interest of media
• Create a series of sponsored promotional events to build buzz for the novel
• Tie in with local professional and community organizations to co-market the events

Implementation

REVERBERATE!  conducted outreach to gay/lesbian and mainstream local and national media.  Execution of the campaign included:

Preparation

Developed key messages that differentiate the film. Created a press kit with fact sheets, bios, Q&As with the author. Created a website for T.R.U.E. – the non-profit foundation. Sent out invitation letters to gay/lesbian celebrities/musicians/actors to join T.R.U.E. Conducted media training

Media Outreach

– local and national gay/lesbian media, local print (Boston/NYC)

• Distributed press kits, galleys and CDs
• Developed and pitched feature stories based on the author’s inspiring real-life journey and his desire to help others through his non-profit organization

Events

• Created local events to promote the novel
• Partnered with local gay professional groups to market the events
• Events had panel discussions, readings, musical performances

Results

Coverage in all major national gay/lesbian media print outlets, including Instinct Magazine, Out Magazine, the Advocate, Genre Magazine, Envy Man Magazine, Scene Magazine. National television coverage on CBS News on Logo and two talk shows on Q Television.
Coverage on national gay/lesbian and mainstream internet sites, including Gay.com, Planet Out.com, queerty.com, towleroad.com
National radio coverage in gay/lesbian media, including Sirius Radio OutQ. Local print coverage in gay publications, including HX, NeXT, Gay City News, Bay Area Reporter, Bay Windows, In Newsweekly. Over 10 million print and broadcast media impressions were generated.