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Scholastic announces publicity campaign & record printing 
MARCH 14, 2007 at 9:18 AM
Posted by GERI
Source: Scholastic via The Leaky Cauldron
Scholastic, the U.S. publishers of the Harry Potter series, announced this morning information
of a new media campaign tied in with the release of the last book in the series, Harry Potter and the Deathly Hallows. The campaign, which will kick off on April 17 and run through July 7, will include a Knight Bus National Tour, a 7 Questions of Harry Potter campaign, daily polls, downloadables and printables.
Details of the campaign from the press release:
The Scholastic "THERE WILL SOON BE 7" marketing plan for Harry Potter and the Deathly Hallows officially launches on April 17th and includes:
- 7 Questions of Harry Potter campaign - Beginning on April 17 2007, Scholastic will release one question every two weeks. These are the big questions fans debate at great length online, at book clubs and in everyday conversations, and that they hope J.K. Rowling will answer in this final installment. The questions will be posted on scholastic.com and released through advertising and publicity outlets. The final question will be released on July 7th.
- Knight Bus National Tour - On June 2nd , exactly seven weeks prior to publication, a touring Knight Bus, based on the unique vehicle in the Harry Potter books, will take off from New York City and travel to 40 libraries in 10 major metropolitan areas all across the country. In each location where the bus stops, fans will be invited to visit the Knight Bus and share on video their thoughts and feelings about the Harry Potter books. Select video clips from each location will be uploaded for viewing and sharing on http://www.scholastic.com/harrypotter.
- Retail Promotions: Scholastic will send THERE WILL SOON BE 7 table top easelbacks and millions of collectible bookmarks to retail accounts and libraries throughout the country. Both the easelbacks and the bookmarks will feature one of the 7 Questions as each is released. Beginning June 2nd, THERE WILL SOON BE 7 countdown standees (a 5 foot corrugated promotional piece featuring Harry Potter and the Deathly Hallows cover art and a 7 week countdown feature to July 21st) will be displayed in retail accounts and libraries. And, finally, to celebrate the big day, Scholastic will distribute millions of tattoos for giveaways at what is sure to be a record number of Harry Potter midnight parties.
- Scholastic's online marketing campaign launches on April 17th. In addition to a desktop alert downloadable,poster printouts, bookmark printouts, and updated Wizard Challenge questions, the site will include: - Shrieking Shack Poll - will invite fans to vote for their favorite answer to each of the 7 Questions of Harry Potter, and lead them to the Discussion Chamber Message Boards where they can converse with other fans.
- 7 Word Review - fans can review their favorite Harry Potter book in 7 words or less and everyone can vote for their favorite. - Knight Bus Tour Tracker - On June 1, the site will launch the Knight Bus Tour Tracker as well as Knight Bus Blogs and Videos. - Book Release Party Finder - this online guide will list various retailers' midnight parties nationwide searchable by zip code, city and state so fans can find a celebratory party to attend intheir community.
- Advertising - Scholastic's national advertising campaign, based on the theme THERE WILL SOON BE 7, will appear on electronic billboards, online, and in print media nationwide beginning in April.
In other news, Scholastic also announced that there will be a record-breaking first printing of 12 million copies in the U.S. of the book. You may remember that Half-Blood Prince had an initial run in the U.S. of 10.8 million of which 6.9 million copies were sold in the first 24 hours.
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Order of Merlin, 4th Class
Points: 1279
MRC says:
God, this all looks so exciting! I wish I were going to be at home when the book comes out, I woudl have liked to go to one of the midnight opening parties. As it is, I'll be at a music festival, so I doubt I'll have time to wait all day/night for it to come out. Looks like my parents will be mailing it to me!
Posted Mar 14, 2007 at 12:21 PM EST
Order of Merlin, 3rd Class
Points: 1453
.- LexiBabi -. says:
Awsome!...I always order from scholastics :D I don't know about this time...I'll probably go to a book store instead :D yay! the book is coming :D<3
Posted Mar 14, 2007 at 12:30 PM EST
Student
Points: 289
Yokata says:
It sounds like Scholastic is really going out of its way to market this book to audiences around the world! I can't wait for the seven questions to be released in the next few months - they sound quite fascinating. :)
Posted Mar 14, 2007 at 12:34 PM EST
Order of Merlin, 2nd Class
Points: 1618
*stirmycauldron. says:
Oh thats cool :)
sounds niceee.
only 7 words? thats going to be hard to decide
Posted Mar 14, 2007 at 12:57 PM EST
Order of Merlin, 1st Class
Points: 1867
DarkPhoenixRising says:
WOW!!! Thats awesome. I'm so excited!!! It's about time they started the media blitz!!!
Posted Mar 14, 2007 at 1:30 PM EST
Order of Merlin, 2nd Class
Points: 1783
Veela~Girl says:
Ok now I am getting really excited! I wish they had the Knight bus tour in Canada. They do have the little parties at the book store, but nothing like they are advertising above. Maybe they will make a bigger deal this time, since it is the last book and all (tear, hard to believe!).
Posted Mar 14, 2007 at 1:46 PM EST
Witch
Points: 563
yuko says:
Sounds great... too bad I don't live in the usa... sigh!
Posted Mar 14, 2007 at 2:34 PM EST
Auror
Points: 2120
True*R/Hr*Love says:
I swear to god i'm actually so excited about this! I really really can't wait for the book to come out...but then i can...ahh i'm really having mixed feelings about this but i wan't it soooo much just to see what happens but then i don't want it all to end :(:(
Posted Mar 14, 2007 at 2:43 PM EST
Student
Points: 228
Spectrum says:
Argh, it's getting so close! They're kind of overplaying the "7" thing just a tiny bit but the questions for us to dissect are a good idea if enough people pick it up. I will! I'll get those bookmarks too. My town's bookshop has already made up posters without cover art and they've dedicated part of their window display to a paper mache graveyard - Albus Dumbledore, Sirius Black, James and Lily Potter and a few with question marks on . . .
Posted Mar 14, 2007 at 2:56 PM EST
Head Girl
Points: 472
hedwig86 says:
Oh my gosh!! This is so exciting!! I can't wait for the book! I hope the Knight bus stops somewhere near me but I doubt it will. I can't wait for all of the bookmarks, i'm going to try to get all 7!
Posted Mar 14, 2007 at 2:57 PM EST
Witch
Points: 797
magically delicious says:
I like the Knight Bus thing. I wonder if they'll be bringing it to Dallas.
Posted Mar 14, 2007 at 3:02 PM EST
Professor
Points: 1174
Fleur Delacour* says:
Wow, this seems to be really cool and stuff. I just hope they do not give away a huge hint ir else it will be really annoying and it might not seem as much fun too keep wondering of what will happen and who will die. Otherwise i think that it seems really cool and i can not wait until the site comes out and i really want too see what it looks like.
Posted Mar 14, 2007 at 3:10 PM EST
Professor
Points: 1194
-Alf- says:
Sounds Great. Hopefully I'll attend the most events I can sans the NY event since I don't live there but well I'm sure the countdown for the book will be the most awaited event.
Posted Mar 14, 2007 at 3:18 PM EST
Order of Merlin, 4th Class
Points: 1221
TheSeventhHorcrux says:
Whoa, this sounds huge!!! I can't wait for these campaigns!!! They all sound really cool. Wow, 12 million, that's a lot of books!!! This os definitely going to have some record sales!!!
Posted Mar 14, 2007 at 4:02 PM EST
Witch
Points: 712
*Lili* says:
Awesome Awesome Awesome!!!!!!!!! Harry Potter Fever....Freaking Awesome!!! Can't wait...Can't wait for "Potter Month" Best month of the year!!
"There will soon be 7" Rocks!!!
Posted Mar 14, 2007 at 4:12 PM EST
Witch
Points: 804
Elphaba_Thropp says:
wow, that's a hell of a publicity train, wonder how bloomsbury are going to follow that? I need to know as I'm in the Uk, hope it's something on the same scale.
Probably not though.
Posted Mar 14, 2007 at 4:35 PM EST
Witch
Points: 697
Toph Rox!!! says:
I can't wait! It all sounds like so much fun. This is really exciting!
Posted Mar 14, 2007 at 5:07 PM EST
Seer
Points: 15207
Brittany Radcliffe says:
I WILL BE ONE OF THOSE 12 MILLION TO OWN BOOK 7 THE MINUTE ITS RELEASED!
I think this campaign is awesome!
I want to do all the stuff thats leading up to DH!
Posted Mar 14, 2007 at 5:07 PM EST
Order of Merlin, 4th Class
Points: 1204
sapphire260 says:
Wow!!! I can tell that this is going to be a record breaking day!!!
Posted Mar 14, 2007 at 5:28 PM EST
Head Girl
Points: 463
DanielzWifey says:
Thats flippin sweet. i cant wait.
Posted Mar 14, 2007 at 5:34 PM EST
Head Girl
Points: 462
DJan says:
Ofcourse it has to be a big deal. Its a last book, I am very sad that there wont be any more hogwards.
Posted Mar 14, 2007 at 5:40 PM EST
Points: 360
ladybug says:
Wow...12 million...that's a lot of copies.
Posted Mar 14, 2007 at 5:52 PM EST
Wizard
Points: 799
Dr EraseR says:
Sounds freaking awesome , Scholastic rocks , me & my best HP buddy will be having a week in the wild camp with the books , so we could take our time reading & not have it ruined
Posted Mar 14, 2007 at 5:58 PM EST
Auror
Points: 2419
Gwenyth says:
Wow!!!! Such hype for the final book!! I am even more excited now. Its unfortunate though that I will not be able to participate because I live in Canada....this sounds familiar. Anyways, I would have loved to taken a ride on the Knight Bus. Maybe some day ...*dreams*
Posted Mar 14, 2007 at 6:14 PM EST
Dark Angel
Points: 8024
Edward Cullen says:
In other news, Scholastic also announced that there will be a record-breaking first printing of 12 million copies in the U.S. of the book. You may remember that Half-Blood Prince had an initial run in the U.S. of 10.8 million of which 6.9 million copies were sold in the first 24 hours.
One word ... wow.
Posted Mar 14, 2007 at 6:50 PM EST
Witch
Points: 557
Amelia Black says:
I'll have it read in one day! Less if I have lots of caffeine. Then of course I'll reread it to absorb it.
Posted Mar 14, 2007 at 7:03 PM EST
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