Beautiful PR For ‘Business Is Beautiful’ Book Launch

Great reviews and healthy sales result from PR push


The Dragon Rouge network is a global design business with fresh, innovative thinking at its core. To amplify this positioning Dragon Rouge co-founder Jean-Baptiste Danet outlined his philosophy in a book titled ‘Business is Beautiful’, with examples from across the business spectrum used to illustrate the network’s approach.

Velvet was hired to launch the book, ensuring its message reached target audiences and media.


The Challenge

Velvet’s brief was to generate coverage in target media during the course of a four-month project to launch Business is Beautiful, securing high profile book reviews and exposure for its authors.

The Solution

Velvet proposed a range of tactics to help make the launch of ‘Business is Beautiful’ a success, including: negotiating exclusive content; targeting book review slots; developing thought leadership content based on key themes in the book; identifying speaking opportunities; and using social media to provide additional channels.

The Approach

The launch of the book was important for two reasons: to promote Dragon Rouge’s philosophy and approach, and to use this as a platform for a subsequent thought leadership campaign with the authors as its ‘stars’. High profile reviews were imperative, in order to achieve both these outcomes and elevate the publication of ‘Business is Beautiful’ beyond a ‘mere’ book launch.

The Results

Coverage of the launch of ‘Business is Beautiful’ came from right across the spectrum, reaching target audiences via the national media, business media, key bloggers, marketing and design media, vertical sector trade media and broadcast media.
Articles and reviews appeared in: The Huffington Post, B2B Marketing, Design Week, Sales initiative, Communicate, Global Banking and Finance, Sustainable Brands, HR Zone, Retail Times, the ‘Greatest hits’ blog, and Market Leader.
In addition, one of the ‘Business is Beautiful’ authors now has an active blog on the Huffington Post website.