HarperCollins is doubling up on promotion for Lucy Foley’s latest novel with an extensive month-long marketing campaign.
The campaign will be Foley’s largest to date, covering print, social and digital advertising, as well as influencer and PR activity. Advertising will go live today (1st November) following the paperback publication of The Hunting Party yesterday (31st October). The crime novel has sold over £100,000 in net sales across all formats ahead of the paperback release. As a result, the publisher has said marketing and advertising will run for twice as long as its usual two week long campaigns.
Outdoor advertising will feature three different creative designs in premium sites across the London Underground and National Rail. Artwork will include a full bleed poster of the book jacket, seasonal snowstorm themed ads and two digital adverts at Edinburgh Waverley and London Euston will send geo-targeted messages to commuters.
In print, full page adverts have been placed in The Times Saturday Review and the Sunday Times Magazine and reviews have been secured in end of year round ups in The i paper, The Daily Telegraph, features in Marie Claire and AgathaChristie.com, and a short story in the Sunday Express S Magazine.
The publisher has looped in marketing agency The Tandem Collective to execute an influencer a murder mystery readalong with over 40 Instagrammers. The book’s social campaign will be the author’s most extensive to date, with messaging changing in the run up to New Year’s Eve.
In keeping with the book’s Scottish setting, Foley has toured Scottish Waterstones book clubs in Edinburgh, Perth and Dundee. The publisher will also provide bespoke Scottish POS mail-outs for Waterstones and indy shops including perspex stag heads, tartan stag window clings, tartan stag head bunting, antlers, stag head pins.
In addition, Foley has attended a series of crime events across te UK including the International Agatha Christie Festival in Torquay, Bloody Scotland in Stirling, Crickhowell Literary Festival in South Wales, London’s Capital Crime and Dublin’s Murder One Festival.
HarperFiction Marketing Manager Abbie Salter said: “Following on from the breakout success of The Hunting Party in hardback, our aim was to launch the paperback with our biggest campaign of the autumn. From a month-long outdoor campaign comprising of three show-stopping creatives, to mountains of stag POS, we've made it our mission to ensure this campaign paves the way for an unmissable publication for The Guest List and establishes Lucy Foley as the name to watch in crime/thriller fiction.”