'Major’ summer push for Snicket

'Major’ summer push for Snicket

Egmont plans “major” campaigns, including TV advertising, for two summer titles from Lemony Snicket and Barry Loser.

The paperback edition of Who Could That be at This Hour?, the first title in the new Lemony Snicket series, is being backed by TV ads which will run for a month on the Cartoon Network. The ads will focus on a mystery to solve, directing viewers to a website; Egmont is anticipating it will reach 3.3 million children. The publisher will also run a sampler, advertorial and website advertising in National Geographic for Kids magazine (circulation 65,000), as well as full-page advertising in the Guardian Guide (circulation 194,000) targeting parents.

Egmont marketing director Mike Richards said the new Snicket series would “be every bit as big as A Series of Unfortunate Events”. He added: “As part of our drive to make sure it appears at the top of the charts consistently over the coming years, this is a confident campaign that will build awareness among children as well as reaching the people who will actually be buying the books, their parents.”

Egmont will also be backing the third title in the Barry Loser series by Jim Smith, Barry Loser: I am (so over being) a Loser, which publishes in August. Plans include a two-week sponsorship on Kix! Sky Channel during its “Clash of the Champs” block; 40-second TV ads directing children to a branded microsite, and Barry Loser events at festivals during the summer—including at Hay, Glasgow, Edinburgh and Bath.