Walker launches marketing campaigns for YA and picturebooks

Walker launches marketing campaigns for YA and picturebooks

Walker Books is launching marketing campaigns to support its picture book publishing and teen fiction ranges. Undercover, promoting a range of YA titles, will launch in March and a separate picture book campaign, Picture Book Picnic, will begin in April.
 
Joanne Owen, consumer marketing manager, said, "We wanted to find a way to pull together and cross-promote a range of titles within these two key areas. It makes a lot of sense to invest longer-term, and we envisage both campaigns will continue beyond this launch year." Each campaign is backed by a five-figure budget.
 
The Undercover campaign will focus on 12 frontlist titles during 2011, including Peter Cocks' Long Reach and Michelle Gayle's Pride & Premiership but will also be used to cross-promote backlist titles.
 
Consumer advertising includes a cinema postcard campaign and print and online ads with teen magazines, including blogs and trailers. QR codes—barcodes on the back of books that can be scanned by a mobile phone app and link to the trailer— will also feature. One of the campaign's initial activities will be to drop special edition copies of Long Reach in schools and youth clubs around London.
 
The message of the Picture Book Picnic is to "share books like you would a picnic" said Owen. The campaign will feature 25 picture book titles during 2011, including frontlist and classics. A range of material is being developed to support retail events, including posters, stickers, activity sheets and postcards. Marketing activity includes a year-long sponsorship of
NCT Cheeky Monkey Tea Parties plus a range of print and online ads with a reach of 2m parents.