De Botton’s Public Display of Literature Benefits Heathrow

The writer Alain de Botton, author of essayistic books on love, travel, architecture and literature is a hard working and successful writer. His books have been bestsellers in 30 countries. His latest work, The Pleasures and Sorrows of Work, is, as the title hints, a book about the joys and perils of the modern workplace.
Now de Botton is at work on a new book. According to The New York Times, he’s writing it right now in Terminal 5 at Heathrow Airport in London.
It turns out it wasn’t de Botton’s idea, rather it was the brainchild of Heathrow’s public relations agency, Mischief of London.
I have to say I’m impressed by this–it’s a perfect content solution for this client.
Dan Glover, a creative director at Mischief, told the Times, “If we funded a brochure that said how wonderful the airport was, people would switch off because they’d think they’re being marketed to.”
Mr. de Botton said the project recalled an era when patrons underwrote artists and writers.
“That one of the largest organizations in the U.K. should take an interest in a book is almost quaint, like sponsoring a poet,” Mr. de Botton said. “On behalf of my fellow beleaguered writers, it’s nice that writers seem to matter.”
[Previously on AdPulp] “Happiness Not Included”, a post about de Botton’s work with St. Lukes.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.