Campaign to watch: Supersaurs

Campaign to watch: Supersaurs

Miriam Robinson takes a look at the campaign behind Supersaurs: Raptors of Paradise by Jay Jay Burridge (Bonnier Zaffre).

  1. 1

    The objectives

    To launch a middle grade series of six books and bring the world of Supersaurs and its companion app to children.

  2. 2

    Press coverage

    The Week Junior ran a piece; Books for Keeps Q&A; Smallish interview, My Baba Q&A, KRIB TV interview, Blue Peter website, BBC Radio Scotland, Oxford, Kent and Northampton.

  3. 3

    Events planned

    Two-week exhibit of Jay’s near-lifesize Tyrant Supersaur at Milton Keynes’ Centre:MK; Supersaurs press launch, talk and book signing at Centre:MK; the exhibit will move to Heathrow Terminal 3 for three weeks, including across a half-term; Supersaurs-themed craft workshops will be run at Heathrow, plus book signings; Bath Kids Literature and Cheltenham Literature festivals.

  4. 4

    Partnerships

    Interactive digital campaign with children’s agency SuperAwesome, reaching ages 7+ via digital games Bin Weevils and PopJam; advertorials in First News, National Geographic Kids and The Modern Family (Guardian); an education consultant has been engaged to write a Teachers’ Pack for years 5-8 and withdrawal groups/reluctant readers, which is being promoted on TeachitPrimary.co.uk; a giveaway and advertising will run on Toppsta.com and Mumsnet.com to garner reviews; and a p.o.s. pack created for retailers with posters, bookmarks, post- cards and window stickers. All p.o.s. and print marketing work with the app.

  5. 5

    Other

    Twelve-week advertising will run on Gardners’ delivery lorries; Centre:MK will host an exhibition, the book’s launch and a signing with W H Smith.