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Bonnier imprint Zaffre Books has revealed plans for an “unmissable” campaign promoting the new Wilbur Smith novel, Ghost Fire, using cinema-style visuals to draw in new readers.
The latest in the bestselling writer’s Courtney series and written alongside Tom Harper, Ghost Fire, is set against the backdrop of the French and Indian war in 1754. Published on 5th September, Ghost Fire tells the tale of Theo and Connie Courtney, two siblings torn apart by the death of their parents but whose destinies converge again in the vengeance and redemption they seek.
With a new generation of Courtneys and minimal links to previous titles in the series, Zaffre has leapt on the chance to entice new fans who may not have read a previous instalment.
Brand and marketing manager Blake Brooks told The Bookseller a “substantial budget” had been dedicated to the book, with promotions using “cinematic visuals that convey the sweeping, epic nature of Wilbur’s fiction, and the conflict and drama at its heart”.
Marketing activity will be focussed on London Victoria and Charing Cross alongside train stations at Birmingham, Manchester, Bristol and Glasgow, with animated transvision digital screens. National rail stations and the Tube will also be hit with posters, alongside shopping centre advertising near bookstores.
Brooks said: “In all things that we do for Wilbur, the brand-new Wilbur Smith website is a core focus and with any autumn title it is critical to maintain the long-tail of activity through to Christmas.
“We are therefore working on a new interactive area of the Wilbur Smith website, launching an immersive and exciting Courtney Family Tree that will allow fans and new readers the opportunity to expand their knowledge and get lost in the incredible fictional family history that spans three centuries, over ten generations and every continent in the world.
“This launch will be supported with a digital campaign focussing on the Courtney family legacy, with the messaging ‘Spend Christmas with the family’ and promoting the full backlist - with Ghost Fire front and centre.”
Bonnier has also worked with the Reading Agency to get libraries involved, with packs on the Courtney family and Smith’s huge backlist. Posters, bookmarks and leaflets have been sent to over 200 libraries in time for publication of Ghost Fire.
Brooks said: “This is just one part of the work we are doing on Wilbur currently, with 2020 looking even more exciting with the children’s series - The Jack Courtney adventures - publishing in spring, a new adventure podcast launching, and a prequel to the bestselling Ballantyne series, on the 40th anniversary of the series launch, titled Call of the Raven.”
Bonnier Books UK lured Smith from HarperCollins in an eight-figure deal back in 2016. The deal was described by then c.e.o. Richard Johnson as "one of the biggest in publishing history".
Smith is the author of 42 bestsellers, shifting over 130 million novels worldwide, and has been translated into 26 languages. He has sold 5.7 million print books for £43.9m in the UK alone since 1998, according to Nielsen data.