REBRANDED: “Swing Time“ by Zadie Smith - MY LAUNCH CAMPAIGN
As someone hoping to break into the publishing industry — especially the PR and marketing sectors — I’m always thinking about how books find their readers in original ways.
Today, I’m turning my attention to Swing Time by Zadie Smith: its traditional publishing journey, and how I’d reimagine its launch if I were in charge. This is part of my ongoing series where I rebrand books that I love and explore how publicity can turn stories into moments, movements, and meaningful cultural events.
Original Marketing Strategy
Swing Time was published in 2016 by Hamish Hamilton (a Penguin Random House imprint), with a campaign that relied on Zadie Smith’s established literary reputation.
The publisher sent out advance copies to critics and influencers and secured many press opportunities for the author. A zigzag installation was also brought up in the heart of Shoreditch to spark interest around the upcoming novel. In addition, the campaign benefitted from Smith’s international profile, with promotional events that took place both the UK and US.
Promotional installations in Shoreditch, UK. Read more
The book cover, like most of Smith’s works, is bold but minimalist — a high-contrast yellow and red design that stands out on store shelves but doesn’t visually connect with the novel’s themes.
My Reimagined Campaign
If I were to design my own campaign for Swing Time, I’d want to capture the book’s energy, its focus on dance, and the way it explores identity through comparison and movement. Here’s how I’d bring that vision to life:
👟 Cover Redesign: Shoe Laces
While the original cover is striking, it feels empty. There is nothing symbolic about it that lingers with the reader other than its vivid colours. I’d freshen the design by using shoe lace motifs — a nod to dance, our connection to people, and the way memories can knot and unravel. Laces have two ends, just like the two girl friends in Swing Time, and can symbolise both unity and separation. They will also hint at the narrator’s failed dream of becoming a professional dancer.
🪞 Interactive Merch
Shoe lace-inspired merchandise opens up a lot of creative possibilities: bookmarks, totes, and even a collaboration with shoe brands. Another idea is to incorporate mirrors in the promotional campaign. Mirrors invite reflection, self-examination, and comparison (all themes that are present in the novel). Think of branded handheld mirrors as bookstore giveaways or full-length mirrors placed around the city as photo ops, encouraging readers to “see themselves” in the story and to share its message globally.
🌍 Global Book Tour
Given the novel’s global storyline, I’d organise a press tour for Zadie Smith that hits New York, London, and West Africa, echoing the narrator’s journey. Each stop would feature local dancers or artists, blending literature with live performance and cultural exchange.
✈️ Airport Lounge Dance Pop-Ups
To bring the book’s themes of travel and transformation to life, I’d stage impromptu dance performances inspired by Swing Time and classic tap routines in airport lounges. Imagine travellers catching a surprise performance before a flight. These pop-ups would be a living reminder that movement, change, and creativity always come hand in hand.
Why This Matters
For me, a great book campaign isn’t just about gathering attention or selling copies — it’s about creating moments that resonate and linger. Swing Time is a novel about connection, longing, and a story of how we grow through movement. I’d want every part of the campaign to reflect that spirit, inviting readers to step into the dance, embrace change, and find themselves in the rhythm of the story.
