Little, Brown's 'release your inner detective' Galbraith campaign

Little, Brown's 'release your inner detective' Galbraith campaign

Little, Brown Book Group has launched extensive marketing for Robert Galbraith's new Cormoran Strike title Career of Evil, publishing tomorrow (October 20th), including a "release your inner detective" campaign.

L,B group publicity director Tamsin Kitson said the consumer campaign for Career of Evil takes a “three-pronged approach”, focusing on digital advertising to drive pre-orders, generating "event publication anticipation", and working with the national media, to target both core crime genre fans, including readers of Galbraith’s The Cuckoo’s Calling and The Silkworm, and a wider audience of fiction readers and Christmas gift buyers.

L,B is working with PR agency Tin Man (behind the Carole Matthews’ Edible Garden stunt), to create the "Release your inner detective" campaign. The campaign engages readers, journalists and crime fiction enthusiasts by inviting them to channel their "inner detective" in a branded Cormoran Strike themed "escape experience" on 21st October, the day after publication. 

Kitson said: “Super fans were recruited during a social media teaser phase with the creation of an actual plaque at Strike’s office address of #18denmarkst. The trail leads fans to call a voicemail (specially recorded by the audio reader Robert Glenister) where they have to answer a question about Robin, Strike’s assistant, to be in with a chance of securing a place at the event. Further Galbraith readers and crime fiction enthusiasts will then have the chance to win a place through social media competitions, and a wider audience will be reached via a competition run through the Bauer network and London listings coverage.”

In conjunction with paid-for activity, Little, Brown Book created a global "Strike Down" to publication to run across Galbraith-owned Facebook pages and its own crime platform, The Crime Vault. 

Reviews and coverage is scheduled for Good Housekeeping, Marie Claire, The Daily Telegraph, The Independent, The Times, Daily Express, Daily Mail, Mail on Sunday, Metro, The Guardian, Sunday Mirror, Sunday Times, Observer, Scotsman, Herald, Literary Review, Fabulous Magazine, Stylist online, BBC Radio Scotland's "Janice Forsyth Show" and ITV's "This Morning".

In an early review on Friday (16th October), The Telegraph has said "JK Rowling goes darker," calling the new novel "readable and exciting as ever" but Galbraith's "least convincing" in the series.

JK Rowling is not undertaking any bookshop events for this launch and there is no confirmation on interview plans.