Campaign Spotlight: Babylonia by Costanza Casati

By Leah Murphy, Emily Lavin, Georgia Rees, Chante-Marie Dante and Annamária Rátki

After her bestselling debut novel Clytemnestra, author Costanza Casati returns to the world of ancient history and myth with a brand-new retelling focused on the Assyrian Empire's only female ruler, Semiramis. She is a famous figure in Mesopotamian myth, a warrior queen and a commander to rival Alexander the Great, who the history books have seemed to glaze over. In her new book, Casati reimagines the rise of Semiramis to power, from being an orphan to a woman feared and respected.

The story follows Semiramis, who dreams of wielding power and escaping her destiny, and Prince Ninus, who wishes to spend his time reading poetry rather than going to war. Ninus meets the beautiful warrior Onnus, and a deep friendship grows between them, slowly turning into passion. This all changes when Semiramis arrives to court and the three of them fall into a savage love, against the threats of the darkening kingdom. All three must learn how to bend the world to their will because what doesn’t bend will break.

With the rise of mythological retellings, the great marketing and Penguin Michael Joseph marketing team designed a great campaign to elevate the book among its competitors. 

Social Media

Costanza Casati began teasing readers about her second novel on 11 September 2023, announcing that she had sent the manuscript to her editor. It wasn’t until February 2024 that Casati posted about the new novel, sharing a quote ahead of revealing the cover later in the month.

In between promotional posts, the author shared an insight into her inspiration and research for the novel, with a painting of Semiramis by Italian artist Cesare Saccaggi introducing fans to the central warrior queen. This insight continued allowing readers to glimpse into the world of Babylonia and to understand the characters they would soon become acquainted with. One post in particular featured a video capturing the aesthetic of the novel, highlighting the key elements of “a tragic love triangle, a brutal empire, a prophecy of power and the ambitious commoner who became a queen.” A selection of photos featuring artefacts and museum displays from trips and research visits conveyed a behind the scenes look into the life of the historical fiction writer – making us very jealous!

Casati used her Instagram page to keep readers updated on important dates and special reveals. Through an Instagram story, she celebrated the proof copies, adorned with the phrase “Kings Fall. Queens Rise,” and showcased the excitement of the lucky readers who had received them. During her book tour, readers were treated to a look at the events, celebrating the publication of the novel and speaking to her fellow authors. 

Events

Following in the footsteps of her successful Clytemnestra tour last year, Casati embarked on another exciting tour for her second novel. The Babylonia tour kicked off in Nottingham on 3 July, before a publication day event at Waterstones Kingston hosted by Elodie Harper the next day. Harper’s position as a fellow mythology author who brings feminist perspectives to the forefront ensured a fascinating discussion for fans of both authors. Casati was also joined by Samantha Shannon on her tour, still in keeping with authors in the fantasy genre and providing readers with an event to remember. 

The Penguin Michael Joseph marketing team also held an exclusive event for lucky book bloggers. At the Penguin offices in London, Casati introduced Babylonia’s themes and characters to bloggers during a candle painting workshop inspired by the novel and its cover. The workshop, led by Crafting Joy, allowed bloggers to embrace their creative side while immersing themselves in the magic of Greek mythology.

From wine and snacks to Babylonia-inspired cupcakes and bookmarks and even a signing by Casati, the marketing team succeeded in creating a truly memorable experience for readers. Crucially, events like this provide plenty of social media buzz through the expert combination of influencer promotion and experiential marketing, driving attention for Casati’s latest novel and ensuring it is the book on everyone’s mind. 

Bookshops

In the era of social media and collectors, the way a book looks is one of the most important marketing strategies and is often the tipping point for a customer deciding to purchase it.

Casati and her team have understood this, and Babylonia, despite not being a sequel, beautifully complements her debut, Clytemnestra, maintaining the same typography and design style. A fleet of matching books is part of what makes an author’s work stand out on the shelves, also appealing to book collectors, just like Rachel Cusk’s minimalist white designs or Emily Henry’s bright cartoonish covers. Leaning more into the collectible market, a number of Goldsboro and Waterstones special editions were produced on a limited print run, respectively featuring gorgeous sprayed edges of knives and leopards.

To aid bookshops in promoting Babylonia, the Penguin Michael Joseph marketing team sent out point of sale (POS) packages ahead of time, containing Babylonia bookmarks and a small leopard standee for shops to use in their displays, which many have done to great effect. Both Clytemnestra and Babylonia are a core part of mythology retellings, and this push by bookshops, coupled with Casati’s own brand of social media marketing and events programming, have helped to secure her place in the Greek retellings’ canon.