Publishing giant Harper Collins kicks off a month-long campaign for
Martin Amis’s The Information this week, which aims to market paperback
publications in the same way as FMCG brands.
The pounds 100,000 teaser campaign encompasses a variety of media, from
taxi sides to a neon hoarding in Piccadilly Circus. Harper Collins
claims it has turned the marketing of a book launch on its head with the
‘Marketing is taking the lead and we are beginning to behave more like
an FMCG company in how we take a product to the market,’ said senior
marketing manager Alastair Giles.
It has asked retailers, such as Tesco, Dillons and Books Etc, to pay for
joint advertising deals which will precede the book’s paperback launch
date of June 10.