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Outdoor, digital and newspaper advertising will be included in a “huge” marketing campaign for Dan Brown’s Inferno, featuring the strapline “One Hell of a Read”.
The ads will begin on 20th May, to chime with the author’s UK visit—Brown will do a London event on 21st May, a week after publication on the 14th.
Alison Barrow, director of media relations for Transworld, said the book had received support from across the retail spectrum, with pre-publication posters going out to retailers, featuring the line, “Don’t See Red, Order Brown”.
A Waterstones spokesperson said: “We are very pleased with the level of pre-orders we’ve been seeing in the shops and online, with people taking advantage of the half-price guarantee.”
Foyles head of buying Jasper Sutcliffe said: “The success of our current backlist promotion suggests that enthusiasm for the adventures of Robert Langdon remains undiminished and we certainly expect a flurry of customers on publication day.” Euan Hirst, manager of Blackwell’s in Oxford, said the shop expected to give it window exposure.
Amazon, Tesco and Asda are currently offering the title for the lowest price on pre-order for £9 (r.r.p. £20) and Amazon is selling the e-book for £7.50. Waterstones has run a half-price offer on pre-orders at £10 and Foyles is offering a pre-order price of £14.60. Independent retailers have been offered a deal where orders of Inferno will be accompanied by a 60%-off offer on Brown’s backlist.