Simon & Schuster is launching a billboard campaign in Sheffield to promote Russ Thomas' debut novel Firewatching.
It comes as the title is announced as Waterstones' Thriller of the Month.
The campaign includes outdoor billboards in "high-impact takeover sites" and increased podcast and social media advertising. The publisher signed the book in 2018, following a four-way auction.
Thomas previously worked as as the events manager at Waterstones Sheffield.
He said: "I know writers are supposed to avoid cliché but this really is a dream come true. I started in bookselling when I was 17 and although the game plan even then was to be a writer, I still miss being able to talk to people about books all day.
"When I get messages from booksellers telling me how much they enjoyed Firewatching, it’s a very particular, special thrill. I can only imagine how hard this year has been on everyone in the book trade but I also know from personal experience the lifeline books have offered to many of those trapped in their houses."
Commissioning editor Bethan Jones added: "I loved Firewatching even before I started working at Simon & Schuster, having competed in its auction as part of a different editorial team. But, through a twist of fate, I then became Russ’ editor and it has been a joy working on this incredible book.
"Firewatching is everything I want from a crime novel – bursting with enigmatic characters, a masterfully layered plot and with a juicy central mystery to unpick. And I’m so excited that the characters are returning in Russ’ next thriller, Nighthawking, the second book in the DS Adam Tyler series, publishing in February 2021. Russ is a remarkable crime writer and we’re delighted that readers are falling for his book in the way that we did."