'Fake newspaper' campaign for The Monogram Murders

'Fake newspaper' campaign for The Monogram Murders

HarperCollins is promoting the paperback release of Sophie Hannah's The Monogram Murders by giving out fake newspapers around London containing the opening chapters of the book.

The 10,000 newspapers will be handed out by paperboys in "greyscale" makeup, to look as though they stepped out from a monochrome newsreel.

Designed with creative agency Ralph, the newspaper will also feature authentic period adverts from brands such as Unilever, Fortnum & Mason and John Lewis.

The Monogram Murders is the first Agatha Christie continuation novel, featuring Christie's Belgian detective Hercule Poirot. It was first published in September 2014. The paperback edition is published tomorrow (21st May).

Kate Elton, executive publisher for fiction & non-fiction at HarperCollins, said: "Sophie Hannah’s Hercule Poirot novel was a fantastic success in hardback across the world amongst fans as well as general readers, and the paperback gives everyone a chance to exercise their ‘little grey cells’ in solving the amazing puzzle Sophie has created."

Hilary Strong, managing director of Agatha Christie Ltd, said: ‘Sophie’s brilliant imagining of Agatha Christie’s most beloved and complex character Hercule Poirot forms part of Agatha Christie Ltd’s ambition to bring Christie’s stories to a brand new audience in this, her 125th anniversary year."

Chris Stack, creative director at Ralph, added: "We really liked the idea of using sample chapters as a way to get people hooked on the gripping detective novel - and grabbing a free newspaper is pretty much a reflex action for London commuters. 1929 was all about newsprint, the year before radio news really took off, so producing a free newspaper was the perfect creative solution to keep all our activity in the Poirot world."