Launch Pad: Crashing a Marketing Campaign
How National Geographic Books turned a TV movie into a book in just three months—and just in time for the pope.
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“We just felt that the project had such huge potential that it was something we were willing to crash,” she says. “And when I say crash, I literally mean that. The book itself was pulled together in incredibly record time, as was the marketing campaign. We started in January, after the holidays, and the book came out in March.”
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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