Audible’s latest campaign is making waves, and it’s not hard to see why. The audio platform has leaned hard into the romantasy genre, launching a mixed-media effort that’s as bold as it is dreamy.
Starting August 11, the There’s More to Imagine When You Listen campaign, crafted with creative agency Fold7, puts romance front and center, tapping into the massive popularity of Sarah J.
Maas’s A Court of Thorns and Roses (ACOTAR) series. This isn’t just a marketing stunt; it’s a calculated move in strategic PR, designed to capture the hearts of BookTok fans and audiobook lovers alike. But what makes this campaign such a standout in news PR? Let’s unpack it.
The romance genre, a blend of fantasy and romance, has exploded in recent years. Since 2020, romance book sales have surged by 116%, jumping from 18 million copies sold in 2019 to a staggering 39 million in 2023. That’s a phenomenon no brand can ignore, and Audible’s strategy PR team saw the opportunity.
By spotlighting ACOTAR, a series that’s practically a cultural juggernaut with 1.8 million TikTok posts and 8.9 billion views, they’re not just riding the wave; they’re steering it. The campaign’s 45-second hero ad is a vivid dive into the world of high fae, arranged marriages, and knights on horseback, pulling listeners into a story where love tears at the fabric of reality itself.
A Multi-Platform PR Blitz
What’s clever here is how Audible uses real news PR to amplify the campaign’s reach. The ad doesn’t just live on one platform; it’s everywhere. From podcasts to high-impact TV and streaming placements, Audible’s team has ensured the campaign hits major news networks and beyond.
They’ve also secured out-of-home (OOH) spots in high-traffic areas like New York’s Penn Station, the Toronto subway, and even Venice Beach lifeguard stations. It’s the kind of newswire PR that gets people talking, whether they’re scrolling TikTok or waiting for a train.
The ad itself is a masterclass in storytelling. Picture this: a bride in an arranged marriage, a dashing knight riding in to object, their love so intense it starts unraveling the world around them.
Then bam, it cuts to a laundromat, where a woman listening through her headphones watches the mundane spin of a washing machine. It’s a brilliant juxtaposition, showing how Audible can transform the everyday into something epic. This isn’t just an ad; it’s a love letter to daydreamers, and it’s no wonder major news networks have picked up on the buzz.
Engaging Fans Where They Are
Audible’s strategic PR doesn’t stop at the ad. They’ve gone all-in with custom integrations to engage romance fans where they live. Think Tinder polls and quizzes, audio-meets-culinary content on Tastemade, and Snapchat and TikTok filters that let users step into the romantasy world.
There’s even a nod to old-school romance with rowboat dates in New York, inspired by Audible’s top romance titles. It’s the kind of newswire PR that feels fresh and fun, not forced. Honestly, who wouldn’t want to hop in a rowboat and pretend they’re in a Regency novel?
But why romance, and why now? The answer lies in the numbers and the cultural moment. The genre’s meteoric rise isn’t just about sales, it’s about community.
BookTok has turned ACOTAR into a cultural touchstone, with fans dissecting every plot twist and swoon-worthy moment. Audible’s campaign taps into that passion, using real news PR to position itself as the go-to platform for immersive storytelling. It’s not just about listening to a book; it’s about living it.
As one fan on X put it, “I didn’t know I needed to hear ACOTAR in my headphones until Audible made it happen.” That kind of organic excitement is what strategy PR dreams are made of.
Balancing Hype and Risk
Still, it’s worth noting that not everyone’s sold on romantasy. Some critics argue it’s too escapist, all beautiful characters and predictable tropes. But that’s part of the appeal, isn’t it? As Vox’s Constance Grady put it, Maas’s books are “silly and frothy and compulsively readable.”
They’re not trying to be high literature; they’re about losing yourself in a world of dragons, quests, and, yes, a little bodice-ripping. Audible’s campaign leans into that unapologetically, and it’s a smart play. By celebrating the genre’s excesses, they’re speaking directly to fans who want to escape reality, not analyze it.
The campaign’s broader context is also worth a look. This is the fourth ad in Audible’s There’s More to Imagine series, which has already explored sci-fi, meditation, and true crime. Each spot shows how audio can transform a moment, whether it’s a boring commute or a quiet night in.
But the romance ad feels like the most ambitious yet, maybe because the genre itself is so visceral. It’s not just about listening; it’s about feeling. That emotional hook is what makes this news PR campaign stand out, especially when you see it splashed across major news networks or trending on social media.
There’s a slight catch, though. While Audible’s all-in on romance, some wonder if they’re leaning too hard into one genre. Could they alienate fans of, say, gritty thrillers or dense historical fiction? Probably not, Audible’s got a deep catalog, and this campaign is aimed at capturing new listeners, especially younger ones glued to TikTok. Still, it’s a thought that lingers. Strategy PR is about taking risks, but it’s also about balance, and Audible’s team seems to have found it for now.
What’s Next for Audible’s Romantasy Push
What’s next? Audible’s newswire PR machine is already hinting at more. The campaign’s integrations with platforms like Tinder and Tastemade suggest they’re not done experimenting. And with romance showing no signs of slowing down, expect more ads that pull you into worlds of magic and longing.
For now, Audible’s bet on romance is paying off, turning casual listeners into superfans. As one commuter overheard in Penn Station said, “I didn’t expect to cry over a laundromat ad, but here we are.” That’s the power of real news PR done right.
In the end, Audible’s campaign is a reminder that strategic PR isn’t just about selling a product; it’s about selling a feeling. Whether it’s a knight on horseback or a quiet moment with headphones, they’re banking on the idea that imagination is universal. And judging by the buzz on X and the coverage from major news networks, they’re onto something big.
