Alongside Elton John’s music, movies, and philanthropy, I have also led digital campaigns for his publishing projects
My role was to connect our titles with fans and readers through digital storytelling. I developed strategies that combined retail optimisation to engage trade outlets and then direct to consumer through fan engagement and community content to ensure the books reached both Elton’s core audience and wider cultural readerships.
Farewell Yellow Brick Road: Memories of My Life On Tour
As well as marketing to tour and core fanbases, the Farewell Yellow Brick Road: Memories of My Life on Tour book and the Never Too Late documentary were positioned as companion pieces - one capturing Elton’s journey in print, the other on screen. I aligned their digital campaigns so that documentary promotion also reignited interest in the book.
Through cross-channel storytelling, we spotlighted excerpts and imagery from the book alongside clips from the film, creating a holistic narrative for fans. This approach encouraged audiences who discovered Elton through the documentary to continue their journey through the tour book, reinforcing both products as part of the same legacy.
Watford Forever
More than a football book this is the story of friendship, ambition, and community, co-written by Elton John and Graham Taylor. I developed and delivered the digital campaign for its release, bringing the book to life online with cover reveals, fan-driven content, and retailer partnerships. By tapping into both football and music audiences, the campaign bridged two passionate communities and made the story accessible far beyond Watford.