'Nine-month' campaign for L,B Beatles book

'Nine-month' campaign for L,B Beatles book

A range of exclusive Beatles content is being used in a "nine-month pre-publication awareness campaign" for Tune In, the first volume in Mark Lewisohn’s three-volume Beatles biography, The Beatles: All These Years.

Tune In, covering the lives of the Liverpool band from its beginning through to the end of 1962, will be published on 10th October (hardback £30, e-book £15.99). A deluxe special edition, priced £120, will be released on 14th November.

Marketing manager Stephen Dumughn said L,B would be using the exclusive content Lewisohn has gathered for the book to “create immense anticipation” for the title over a nine-month pre-publication awareness campaign.

A never-before-published photograph [pictured in this week's Bookseller] of three of the Beatles has been released by Little, Brown ahead of publication. The previously unseen photograph shows John Lennon, Paul McCartney and George Harrison singing in harmony at a Saturday-night dance in Port Sunlight in July 1962. Meanwhile, Lewisohn has also created a trailer that can be viewed on the title’s website, www.thebeatlesbiography.com, where further new material will be added in the run-up to publication. There is also a cover reveal video posted on YouTube.

Sean Garrehy, art director at L,B, used bespoke typography for the book’s cover, created by Mike Wykes at The Handmade Press. Garrehy said: “We [he and Lewisohn] agreed on bespoke typography, which was more in keeping with the launch of a new band. I wanted to create a cover that couldn’t be ignored . . . We haven’t approached this project just as a cover for a book but as a branded package that can be developed across all three books and related marketing.”

Dumughn said: “We’ve already begun a nine-month pre-publication awareness campaign by engaging with core Beatles fans around the world . . . Mark himself will be central to our activity. We are confident that members of the book trade and consumers will find what we’re planning to be fresh and innovative.”