MJ launches marketing campaign for Marian Keyes

MJ launches marketing campaign for Marian Keyes

Penguin division Michael Joseph has launched a major marketing campaign to support the paperback publication of the latest Marian Keyes novel, The Mystery of Mercy Close.

It is inviting people to share happy memories, or “Marian Moments” on Twitter using the hashtag  #marianmoment, which will be supported by an animated TV commercial, voiced by the author.

The advert will run in prime time slots, on channels including E4, More4, Film4 and Watch, as well as running online. A radio advert will also run in Ireland.

As well as adverts, Keyes has partnered with online writing platform Wattpad to launch its new ChickLit genre category. The site dedicated the month of March to the subject, and ran a competition to write a chicklit story, judged by the bestselling Irish author. She announced the winner today as Nicole Trilivas’ Girls Who Travel.

Michael Joseph marketing director Viviane Bassett said: “There is so much love, fun, laughter and happiness surrounding Marian on Twitter, that the idea of 'Marian Moment' presented itself naturally. This passion for Marian was re-affirmed when we partnered with Wattpad, and we are delighted that international Penguin Group companies are joining forces with us to launch #marianmoment in Australia, New Zealand, South Africa and Canada.”

The Mystery of Mercy Close reached number four in the UK charts as a hardback, with e-book sales reaching 55% of the hardback figures., according to the publisher. The book revisits the Walsh family, made up of four sisters who have each had a previous book dedicated to them.