|
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.
Reader Comments (129)
Your Thoughts
click to write...
Copyright © 2002-2008 HPANA. This work is licensed under a Creative Commons License. 
HPANA is an unofficial fan site, in no way affiliated with J.K. Rowling,
Scholastic Books, Bloomsbury Publishing or Warner Bros. Entertainment. All
trademarks and copyrighted material are the property of their respective owners.
About HPANA | Movie 6 | Send a news tip | Contact us | Privacy policy
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
Professor
Points: 1121
-che- says:
its amazing the way they r gonna make sooo much money wid dis... its kinda creeepy, but oh well.
Its huge i guess
Posted Mar 14, 2007 at 7:06 PM EST
Witch
Points: 830
star chaser says:
The book is coming! The book is coming! The book is coming! I can't wait, i'll proberly read it all in one day. Then go back and read the whole series, again.
Posted Mar 14, 2007 at 7:19 PM EST
Witch
Points: 701
Kelly Ann Snape says:
Man I wish that I could see the Knight Bus but I live in the middle of no where.
Posted Mar 14, 2007 at 7:27 PM EST
Wizard
Points: 710
Crookshanks the Auror says:
All I can say is WOW!! The amount of books that is going to be printed is phenomenal...
Posted Mar 14, 2007 at 7:34 PM EST
Student
Points: 224
Rhianna. says:
I am so excited! reading about it comming out makes its more of a reality.
It seems so weird that it is all comming to an end. I want to know so badly
what happens in the next book, but I dont want it to end :( !
Posted Mar 14, 2007 at 7:35 PM EST
Charms Mistress
(Moderator)
Points: 4708
Weesa says:
Sounds like they are going all out for the last book. Can't wait to see everything.
Posted Mar 14, 2007 at 7:39 PM EST
Auror
Points: 2989
Anastasia Popovick says:
Oh heow very cool! Scholastic is always fun. I just can't wait until the book is released in July. I will be ignoring everyone to read it. "Mom's on Strike!" Hahahaha....
Posted Mar 14, 2007 at 7:43 PM EST
Auror
Points: 2715
H/HrShipper4Ever says:
Wow.. Those are really big plans!! I just can't wait any longer..I really wish that it was July already.. but then on the other hand, i dont want this to end. To bad that there cant be 10 books instead of 7.
Posted Mar 14, 2007 at 7:45 PM EST
Auror
Points: 4021
RON's all up in heRmiONe says:
I can't believe the book is almost here!!! I am going to take a day to read it, in total silence and solitude, a day alone, not talking to anyone, just me and the book. Jo must have the weight of the world on her shoulders right now, so many thoughts about what we're going to say about the book, whether we're going to like it or not, whether we're still going to have questions...I feel bad for her, but I feel so happy!!
Posted Mar 14, 2007 at 7:54 PM EST
Witch
Points: 759
Kimberley Black says:
Wow, this is really getting exciting!!! I'm not telling them this, but I'd buy the book anyway, probably 2 or 3 copies since my whole family loves the HP series, but this is awesome!!! I hope the Knight bus comes close, my kids would LOVE it (and so would I)!
Posted Mar 14, 2007 at 7:55 PM EST
Auror
Points: 2522
Roswelladdict says:
Oh, the plans they are amakin'.
I am excited about the upcoming book and any thing that anyone does will sucker me in and I will go right along with it all.
Posted Mar 14, 2007 at 8:18 PM EST
Witch
Points: 605
Melian Potter says:
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.
Wow, wow, that´s a lot of copies!! 12 million!!!
I wonder what´s the worldwide number...
Posted Mar 14, 2007 at 8:27 PM EST
Sirius's Veil Thrower
Points: 4448
SiriusBlacksGodDaughter says:
That's cool man!
~Drish~
Posted Mar 14, 2007 at 9:04 PM EST
Prof. of Cultural Literacy
Points: 4212
PowerGranger says:
Wow, I could not take all that in! I still haven't pre-ordered yet so I better get with that as well. I cannot believe how close we're getting!!!!!
Posted Mar 14, 2007 at 9:07 PM EST
Order of Merlin, 2nd Class
Points: 1675
lissir10 says:
Omgosh! I can't wait for this book any longer.. thats it.. I'm finding the unpublish copy!! haha..
I only ask that their are no SPOILERS put on the site like right after it comes out! because I'm a slow reader!! I'm gonna try and read it in like 1 or 2 days.. but I don't think I can... I'll have to lock myself in my room! haha... Oh well I wont come on hpana when it comes out.. untill I'm finished! that I can do I guess... haha
Posted Mar 14, 2007 at 9:36 PM EST
Student
Points: 225
loyal2voldemort says:
It's getting closer!! 128 days left!! I want it but I don't.
Posted Mar 14, 2007 at 9:49 PM EST
Student
Points: 209
yugi900098 says:
I am sure to go to one of the parties at midnight...since this is the last book, i have to!
Posted Mar 14, 2007 at 10:21 PM EST
Dragon Rider
Points: 4412
~MalfoyPotter~ says:
WOw!!! The 7th book is almost here!! Whoohoooo!! No doubt that it will be the fastest and most selling book in HISTORY.
~MP~
Posted Mar 14, 2007 at 10:24 PM EST
Order of Merlin, 3rd Class
Points: 1420
~Hermione says:
That's great! It would be good if they did it in other countries, not only in the U.S.
Posted Mar 14, 2007 at 10:39 PM EST
Have Broom Will Travel
Points: 2991
MJS says:
I hope they come through here. I'd love to be a part of it.
Posted Mar 14, 2007 at 10:43 PM EST
Head Girl
Points: 446
Livian Silver says:
That's fabulous!
BUT...
What about for those of us in Australia???!!!!
I have heard and found NOTHING here. The bookstores don't know what they are doing "Ask us again about three weeks before the day"
Its so frustrating!!!
Does anyone have an information about anything that is going on in Australia? (East Coast specifically) If you do, can you please put up links here on the comments page.
I guess the same goes for anyone else around the globe - if you find out something and its not a topic here on HPANA, can you add links to the comments please!
Posted Mar 14, 2007 at 10:46 PM EST
Heir of Slytherin
Points: 5494
Spazzingduck says:
Sounds like there's going to be a lot going on to help aid in the excitement that's sure to be widespread :) Can't wait!
Posted Mar 14, 2007 at 10:52 PM EST
Muggle
Points: 92
Serpentess says:
This is going to be so awesome! I can't wait for July!
Posted Mar 14, 2007 at 11:54 PM EST
Muggle
Points: 67
Nice_witch says:
I can't wait for the book..
Posted Mar 15, 2007 at 12:11 AM EST
Auror
Points: 2479
Jbird says:
I'm interested to see how the seven questions thing works out. I can't see JKR answering any of them if she hasn't answered them yet. She never gives away too much so we can read it for ourselves, and try to figure it out. I can't see her finally breaking down only a few weeks before the last book is due, and just decide "yeah I'll give it all away now, only a few weeks before the finale release day, even though I held out for 16 some years!"
I think that's wishful thinking.
Posted Mar 15, 2007 at 12:12 AM EST
Back to top of page