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The publicity and marketing campaign for Billy Connolly's autobiography Windswept & Interesting (Two Roads) will see a two-part serialisation in the Mail on Sunday, billboards across Scotland and a special "Billy Day" in bookshops.
The book will be released on 14th October, this year's Super Thursday. The serialisation in the Mail on Sunday will begin on 3rd October, followed by a media blitz in publication weeek. This will include interviews with Connolly on "The Graham Norton Show", "The One Show", ITV's "Lorraine", Radio 4's "Today", Radio 2's Zoe Ball show , 5 Live, BBC Radio Scotland, and a front cover exclusive interview with the Observer as well as widespread review coverage. International press includes appearances on "The Late Late Show" in Ireland, "NZ Newstalk" in New Zealand and "7:30 News" in Australia.
The marketing campaign will kick off with several "stunt activations" across Scotland, including a billboard beside the Barrowlands in Glasgow that will feature a windswept Connolly popping out from beyond the billboard frame. The site will also play audio clips from his audiobook. In Edinburgh, the North Bridge will be donned with pink panels featuring Connolly's top tips on how to live a windswept and interesting life. In both cities, teams in pink T-shirts will hand out chapter samplers of the book. Across bookshops, publication day will be celebrated as ‘Billy Day’ with pink posters, window clings, T-shirts and life size standees of Connolly.
Laura Fletcher, JMP sales director, said: “Windswept & Interesting has been an utter joy of a book to work on at all stages and we are absolutely thrilled that this has been reflected in our sub. This is in part down to all of our UK retailers, across the spectrum, completely getting behind the book and having a lot of fun with it in store. Their reaction really does mirror the reaction of people in the UK, there is just a huge amount of love for Billy Connolly and the years he has spent lifting us all with laughter.
"Our colleagues in ANZ have had a similar experience with their retailers big and small and they match our ambition. Across the whole of Hachette we are incredibly excited for publication and what will no doubt be one of the stand out books of the autumn.”
Angie Crawford, Waterstones non-fiction buyer added: “Windswept & Interesting is one of the biggest publishing sensations of the year. Our pre-order campaign is proving to be incredibly successful and very much demonstrates the affection for Billy Connolly across the UK. We are looking forward to Billy Day on 14th October, when we will be unveiling our beautiful exclusive edition featuring stunning artwork from Billy. Our Scottish shops are especially excited to have a limited number of signed copies available to customers from publication.”