Campaign for Harper Lee revealed

Campaign for Harper Lee revealed

Harper Lee’s highly-anticipated forthcoming novel Go Set a Watchman (William Heinemann) will be BBC Radio 4’s "Book at Bedtime" and the Guardian Bookshop’s inaugural Bookshop Book of the Month.

The marketing and publicity campaign for the book, which is released on Tuesday 14th July, features advertising across major sites including London Waterloo station, as well as extensive media coverage.

Go Set a Watchman will be BBC Radio 4’s "Book at Bedtime" for two weeks from 10th August.

Other BBC coverage includes release day features on BBC Breakfast News, and BBC Radio 4’s "Today", "Front Row" and "Simon Mayo" shows. Post release, the book will feature on BBC Radio 3’s "Free Thinking", BBC Radio 4’s "Saturday Review", and on the BBC World Service. "BBC News at 10" will run a feature on Monday 13th July, and Sky News will broadcast a feature on release day.

Go Set a Watchman will be the Guardian Bookshop’s inaugural Bookshop Book of the Month, supported with print advertising and emails to the Guardian’s database.

The Guardian will release an online extract from Go Set a Watchman on Friday 10th July at 5.01am, along with a clip from the audiobook, which is being read by actress Reese Witherspoon.

The extract will be printed in Guardian Weekend magazine on Saturday 11th July, with an accompanying feature and extracts.

London Waterloo station’s iconic motion screen will be taken over by adverts for Go Set a Watchman on the day of the book’s release. Publisher Cornerstone, of which William Heinemann is an imprint, said the adverts on the Waterloo screen would reach a quarter of a million people in just one day.

The book will also be promoted at a number of train stations, including with a poster campaign on the London Underground for two weeks from Monday 13th July, reaching 2.1m people. There will also be station advertising at London Euston station.

Cornerstone said there would be blanket review coverage of the book across all national press and literary journals, with lead reviews by high profile reviewers. The publisher will be sending out a dedicated mailing to “opinion formers and celebrities”.

On its own social media sites Cornerstone has planned a number of features, including: Monroeville 2015, which will share key images and trivia about Harper Lee’s home town; Scout Finch Grows Up, which will speculate on the changes in character and setting between the two books; Behind-the-Scenes, a video and stills from the printers, showing the books being printed; and content counting down to publication.

Cornerstone has already announced a number of plans by Waterstones and independent booksellers, which include midnight openings and special events. In addition, Café Ws in key Waterstones shops – Piccadilly, Bath, Newcastle, Edinburgh, Sheffield and Glasgow – will be using Watchman branded disposable coffee cups, stock special American themed food and drink and be running cross-promotional activity with drinks brand Fentimans to encourage sales of Go Set a Watchman.

There will also be a social media and website takeover of the Waterstones website from 10th July. This includes replacing the Waterstones logo with the Go Set a Watchman ‘W’ on all Waterstones Twitter and Facebook pages.

Cornerstone has set up a partnership with The Reading Agency, which is sending out To Kill a Mockingbird re-read packs to libraries, which include a reading guide. Twenty libraries will also receive limited edition bunting to make displays, with a competition for the best display.

A partnership with Amnesty International UK has seen the production of a branded To Kill a Mockingbird digital teaching, resource which aims to highlight the influence the book has had from a human rights perspective. The teaching resource draws on key discussion points from To Kill A Mockingbird that link directly with articles from the Universal Declaration of Human Rights,as well as with real-life human rights cases.

The resource will promoted through Amnesty’s Using Fiction to Teach Human Rights blog as well as through TES website, Guardian Education, Scholastic Clubs and Fairs and via Penguin Schools and Penguin Platform.