A “massive campaign” is planned for David Walliams’ Grandpa’s Great Escape this Christmas after the title stomped to number one in the book chart yesterday.
HarperCollins Children's Books executive publisher Ann-Janine Murtagh told The Bookseller that the Christmas campaign for the book would see “lot of surprises yet to come” and that Walliams was on course to achieve “yet more record-breaking success.”
She said: “Fantastic to see David back at number one with his biggest opening week ever; David is delighted by the extraordinary response to the book from readers young and old. And this is just the beginning of the Walliams story this Autumn. David is an author whose sales build week on week as witnessed by his industry-topping finish last year. We have a massive campaign planned this Christmas with lots of surprises and excitement to come. Walliams Mania is set to soar and David is on track to achieve yet more record-breaking success!”
The Christmas marketing and PR campaign will feature TV and radio appearances from Walliams and along with “extensive TV advertising campaign with the Disney Channel.”
Multiple promotions are also in place to celebrate ‘Grandparents Day’ this coming weekend (October 4th), along with partnerships with Center Parcs and Fun Kids Media, extensive school’s outreach and an “extensive outdoor campaign to promote Christmas gifting.”
The David Walliams Live Event programme will return “bigger and better than ever before,” the publisher said, and the marketing team have “even more surprises in store- watch this space.”
Walliams tweeted yesterday “Thank you everyone who made #GrandpasGreatEscape the #1 best-selling book in the UK. I am so proud of the book and couldn't be happier.”
Grandpa’s Great Escape, illustrated by Tony Ross, ousted Jamies Oliver’s Everyday Super Food (Michael Joseph) to claim the top spot in the chart yesterday (29th September) after selling 51,306 units last week through Nielsen BookScan’s TCM (value £313,641).
Sales were up 7% on Walliams’ Awful Aunties, which achieved 52,750 sales in its second week and remained number one for six consecutive weeks.