To encourage more in the industry to enter the competition, we sent books directly to some of the worlds most notable advertising copywriters, creative directors and notable marketing journalists, who were also eligible to participate. But these were books with a difference. Inside they were completely blank, apart from a simple line of encouragement on the first page, which read; So, what's your next chapter? To personalise each book, we featured individually designed dust jackets, each one of them featuring a beautiful design related to the piece of work they were most synonymous with. To reach the rest of the industry we then used the book designs as posters which were distributed to ad agencies and marketing businesses. And they also featured as advertising in industry magazines and their sites.

Each of the 39 people received directly through the post a beautifully packaged book, the front cover of each featuring the same title, TITLE GOES HERE and their name. Each one was beautifully designed around a theme connected to the recipients most notable work to date. Inside the first page simply read; So, what’s your next chapter? The rest of the entire book was blank. Competition details were on the inside front cover of the dust jacket. Inside rear was a biog. of the recipient and their picture. On a compliments slip was a handwritten ‘good luck’ note from the completion judge, one of the biggest names in British books, Tim Waterstone. On the rear, a simple scan of a QR code would take them through to the competition website. The website featured all 39 books and the biog. details behind each ‘author’ and further details about the competition.

The competition was launched on the 21st April 2016 and has already achieved the aim of garnering wide coverage in the advertising and marketing press. In fact 23 writers, almost half of those directly approached have shared their books on their social feeds and helped us publicise the competition further. At the end of April, 14 of those directly approached have actually got in touch to accept the challenge of writing their short story. The completion closes in August 2016 so we await the total number of entries, which we anticipate, due to our much wider scope of reach, will be much higher than the previous two years.