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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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Auror
Points: 2495
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
Witch
Points: 896
QueenOfAmouraq says:
Oh my gosh, I hope the Knight Bus comes to Las Vegas!!! If it does, I don't care if I have to miss school or work, I'm gonna go see that! As a film student and aspiring actor, it'd be just completely awesome to be on a set of one of my favorite movies! Oh, it's probably a replica or something like that, but I don't care. Please tell me they are coming to Las Vegas!!!
Posted Mar 15, 2007 at 12:55 AM EST
Auror
Points: 2316
loopy looney says:
That sounds AMAZING!!! They are really doing a lot to try to make this release memorable for all us fans out there!!!
Posted Mar 15, 2007 at 1:24 AM EST
The Keeper of Time
Points: 2604
krisie says:
That sounds like a lot of fun. I wish I could go to a midnight party but the book is being release at 9.01AM in Australia. I guess they might have other stuff going on though.
Posted Mar 15, 2007 at 2:58 AM EST
Witch
Points: 958
Ron+Hermione says:
Whoop whoop! I can't wait now!!! hurry up and be July already!!!!
Posted Mar 15, 2007 at 3:35 AM EST
Lips of an Angel
Points: 26390
3.1415926535 says:
Ahhh, i cant wait for the book! its gonna be a bitter sweet moment! Ohhh June 2nd... riiight near MY birthday! Anyways... CANT WAIT!
Posted Mar 15, 2007 at 3:40 AM EST
Dumbledore's Muse
Points: 2959
Alchemical Auror says:
**runs around screaming incoherantly**
Oh man I am so excited, I can't believe that the publicity campaign is starting up! Its going to be awesome, I can't wait to vote for the "which side is Snape on" question. WOOHOO!
Posted Mar 15, 2007 at 4:20 AM EST
Auror
Points: 2079
kermittounette says:
This is amazing, the last book brings such publicity and everyone just wants it! It is a good idea for US people, I wish that canadians fans would have such a good project in mind!
Posted Mar 15, 2007 at 7:44 AM EST
Student
Points: 251
Emily Rocks says:
Hey thats a goood! i cant wait fir the book! My exams are coming up but i cant help thinking about Harry Potter. Oh Iam so excited.
Posted Mar 15, 2007 at 8:05 AM EST
Delusional Army Soldier
Points: 4399
ILoveHP! says:
Woah. That's quite huge! *sigh* I wish it's summer in the Philippines as well on June and July...
Posted Mar 15, 2007 at 9:29 AM EST
Head Girl
Points: 421
Pochacca says:
Wow that sounds great! Scolastic sure is going all out on the last Harry Potter book. All Harry Potter stuff is getting me excited! I can't wait until July! This is amazing!
Posted Mar 15, 2007 at 11:31 AM EST
Witch
Points: 948
Grimmauld Place says:
I think this campaign sounds so cool!! I really hope it comes to a library near me. This kind of thing really gets people excited about the book coming out! The website sounds really cool too. It is definitly a way to keep people occupied until the book comes out:)
Posted Mar 15, 2007 at 12:17 PM EST
Hogwarts Psychologist
Points: 4236
Patronus Wiz says:
And so the marketing blitz begins. Whooo hooo~ Book 7 here ye come~
Posted Mar 15, 2007 at 12:29 PM EST
Witch
Points: 859
hwhitesi says:
That is really exciting stuff. I can't wait to read the book. This is definitly going out with a bang.
I have never been to a midnight release, but I will so be there this time. A first for a last, sadness but so exciting.
Posted Mar 15, 2007 at 1:20 PM EST
Head Girl
Points: 419
Madeline Belle says:
Wow that's incredible, i cannot believe this is the final book... I think I'm going to cry. I have no idea what midnight party I'm going to! Borders probably, this is so huge,
****------IF anyone else is from **Maine** contact me, my e-mail is in my profile, ------- ****
I cannot beleive this, its ending =(
Posted Mar 15, 2007 at 1:42 PM EST
Order of Merlin, 4th Class
Points: 1251
padfoot'sgirl says:
There are still way to many months left until the books come out! I am glad they are doing something to help us pass the time until we can get our hands on it.
Posted Mar 15, 2007 at 1:45 PM EST
Prefect
Points: 328
whynotcuse says:
Very very cool! i am going to one of the Knight Bus stops!!!!!!!! I can't wait for DH but at the same time I don't want DH to come!
Hugs & Kisses
~Allie~
Posted Mar 15, 2007 at 2:10 PM EST
Witch
Points: 992
LoonyLuna11 says:
How fun. That seven questions thing sonds like it will be veru interesting. I wonder if they are actually going to answer the questions or just posting them. All of this hoopla is making me even more excited than I was. I didn't think that was possible!
Posted Mar 15, 2007 at 2:25 PM EST
Order of Merlin, 1st Class
Points: 1945
Carrie Weasley says:
This is so cool! I'm really excited for all the advertising to begin. I love seeing stuff about HP in the media. I love that we get to hear about this stuff before it happens, now I'll be on the look for these ads once April rolls around!
Posted Mar 15, 2007 at 2:58 PM EST
Witch
Points: 894
darkside rocker says:
It is going to be wicked can't wait.
Posted Mar 15, 2007 at 4:10 PM EST
Wizard
Points: 632
Zack Weasley says:
It would be nice if the bus came to my library, but i doubt it.
Posted Mar 15, 2007 at 4:12 PM EST
Northern Belle
Points: 3968
American Angel says:
Wow, that is just amazing! 12 million copies in only the first printing! I'll definitely be one of those 12 million people! And then the amount of HBP books that were sold in the first 24 hours. Wow. Hmmm...I wonder if that Knight Bus thing is coming to Chicago. I don't know if I'd go to it anyways, but it's still exciting. =)
Posted Mar 15, 2007 at 8:22 PM EST
Auror
Points: 2108
phoenix_feathers says:
Brilliant! It would be the coolest thing in the world if the bus came to a town near me!!!!! I would go, even if it were hours away, Oh I would go!
Posted Mar 15, 2007 at 11:08 PM EST
Witch
Points: 606
kat_123 says:
Wow Americas doing alot of promotion for the book! Wonder when we'll hear about what Bloomsbury are planning for promotio of the next book!
Posted Mar 16, 2007 at 7:24 PM EST
Head Girl
Points: 452
I heart HP92 says:
Wow so many events!!
I can't wait for them all!
Especially the one about the touring of the Knight Bus!!
Posted Mar 16, 2007 at 9:32 PM EST
Custodian of Miracles
Points: 3264
MadamDumbledore says:
We're getting closer and closer.... better get reading those six books again. Sad times, but also very exciting!
Posted Mar 17, 2007 at 4:32 AM EST
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