The name's Deaver . . .

The launch of American author Jeffery Deaver's James Bond novel Carte Blanche at St Pancras International today was an exercise in "event publishing" not seen since, well, the launch of Sebastian Faulks' own interpretation of the Bond brand in 2008.

Perhaps Hodder had the launch of Devil May Care, complete with trip along the Thames, in mind as no Bondian tropes were spared, from Martini glasses to fast cars. Although sadly for me there was no Pierce Brosnan in sight (Daniel who?).

A squadron of Royal Marines Commandoes had been recruited to abseil from the roof of the station (with one persuaded to dangle rather sheepishly with a copy for photographs), while top brass mingled among the crowd milling around the "longest champagne bar in Europe".

The drama continued with leather-clad motorbike stunt rider and glamourpuss Chesca Miles on a BSA Spitfire, and Deaver himself pulling up in a red Bentley Continental GT emblazoned with the book title ("how did they get it up the stairs?" my companion queried).

In a speech before a phalanx of photographers, Deaver claimed himself to be a "Bond addict", and revealed he had written a Bond-inspired story about a British secret agent at the age of eight. His second connection to the superspy was winning the CWA Ian Fleming Steel Dagger for his novel Garden of Beasts, and— "third time's a charm"—his third was a phonecall 18 months ago asking him to write the book.

Despite the classic motorbike, the emphasis was very much on an authentically Fleming (Flemish?), yet very modern-day hero. Deaver brought attention to the Marines present—Fleming himself was a commander in the Royal Navy and was responsible for the creation of the 30 Commando unit—suggesting "there might be a few Bonds among us" while Fleming's niece Lucy Fleming added that Deaver's effort "has kicked [Fleming's] dear old James Bond into the 21st century". Hodder itself is billing the novel as "New warfare. New rules. New Bond".

Carte Blanche goes on sale tomorrow, a few days before what would have been Fleming's 103rd birthday on Saturday. Hodder is is no doubt hoping for the instant sales success of Devil May Care, which went straight to number one and sold over 44,000 copies in just four days. The title has gone on to accrue sales of nearly £2.7m in all editions, according to Nielsen BookScan.

It was a stupendous effort for a literary author, at the time Faulks' highest ever weekly sale. Deaver however is already a different kettle of fish—his thrillers have racked up value sales figures, in all editions, of over £19m. Hodder has apparently lined up a worldwide print run of some 230,000 copies—no doubt hoping that the Deaver dynamism will bring them some pretty healthy sales too.