Lemony Snicket goes online to promote final book

by Danielle Long Revolution UK 08-Sep-06, 08:00

LONDON - Egmont Press has launched a multi-channel marketing campaign for the final book in the Lemony Snicket 'Unfortunate Events' series.

The campaign aims to promote 'The End', the 13th and final book in the series by US author Daniel Handler. It also aims to recruit new readers and promote the entire series, which has sold more than 5m copies in the UK to date.

The multi-channel campaign, which was created by communications agency ArtScience, includes a website www.unfortunateevents.com, online and in-store marketing.

The online and instore marketing will drive users to the new site, which contains interactive features such as e-cards, forums and games.

The campaign also includes a secondary school marketing initiative, run through InSchool Media, which involves 1,500 schools in the UK and includes a creative writing programme and a Book Amnesty, where kids can exchange an old book for a copy of the first book in the 'Unfortunate Events' series.

Douglas Coates from ArtScience said: "We believe this is a landmark campaign for the launch of a children's' book and the web site is of prime importance to the success of the whole initiative."

The book launches in the UK and the US on October 13.

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