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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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Witch
Points: 549
zoppieus says:
Oh boy the book is coming. I'll have to take a day or so off to read the whole so it wiont be ruined.
Posted Mar 14, 2007 at 9:27 AM EST
Witch
Points: 915
zxPurplezx says:
awesome!
Posted Mar 14, 2007 at 9:27 AM EST
Auror
Points: 2561
School Governor says:
Excellent, I hope other shops & organisations come up with more promotional material too. Certainly looks like Scholastic are pulling out the stops for this last book.
Posted Mar 14, 2007 at 9:32 AM EST
Witch
Points: 692
FizzingWhizbeez says:
That is really cool - I will have to read all the details. I hope the Knight Bus is going to tour somewhere close to me - that would be awesome!
Posted Mar 14, 2007 at 9:32 AM EST
Order of Merlin, 1st Class
Points: 1895
Woofer says:
I can't wait untill the book is here!!
Posted Mar 14, 2007 at 9:42 AM EST
Order of Merlin, 4th Class
Points: 1228
Hermy-ninny Granger says:
Wow1 That is some cool stuff. What I really really want to know however is when exactly Scholastic will release the cover of the seventh book?!
Posted Mar 14, 2007 at 9:46 AM EST
Student
Points: 209
Gemma Gobstone says:
Oh my Gawd! sounds socool, cant wait for the book now, getting more and more anxious every second! EEEE!!!
Rach XxXxX
Posted Mar 14, 2007 at 9:50 AM EST
Keeper of the Faeries
Points: 5195
juliebug04 says:
Oh that sounds so cool. They are really doing this up right! :o) I hope the Knight Bus comes near me.
If anyone gets on video from HPANA, I hope you let us know! That would be cool!
Posted Mar 14, 2007 at 9:52 AM EST
Order of Merlin, 2nd Class
Points: 1652
Emerika says:
Deahtly Hallows!! Breaking down walls and building records! *dances* I can't wait!
Posted Mar 14, 2007 at 9:59 AM EST
Order of Merlin, 1st Class
Points: 1901
Feelin' Felix Felicis says:
How fun!! I'd like to try the questions and I definitely would love to see the Knight Bus! If it comes to Chicago, I'm going!!! I can't wait for this book!!!
Posted Mar 14, 2007 at 10:01 AM EST
Witch
Points: 673
LilyandthePhoenix says:
Oh no, this makes me too excited. It does make it seem sooner, since they're about to start advertising. July is going to be so great this year!
Posted Mar 14, 2007 at 10:02 AM EST
Auror
Points: 2310
Nataly says:
It must be very intresting and memorable days trying to make the book as famous can be! a Knight Bus National Tour, a 7 Questions of Harry Potter campaign, daily polls, downloadables and printables. Those are perfect! Hope i could go!
Posted Mar 14, 2007 at 10:17 AM EST
Mrs. Draco Malfoy
Points: 27555
Arika Granger Malfoy says:
WOOHOOO!!
I love when Scholastic does fun stuff!
I am so ready for this
Posted Mar 14, 2007 at 10:20 AM EST
Order of Merlin, 2nd Class
Points: 1771
Patronus** says:
Are they not doing anything like this in the UK?!
Or is it just in the states, becuase it sounds like it would be interesting, and i would like to get on the Knight Bus even if it is just to go the library! Hee hee hee!!
Never mind, maybe there will be something superspecial over here in the UK, like last time when JK had that midnight reading thing!
Well i'm sure we will find out soon anyways!
Posted Mar 14, 2007 at 10:20 AM EST
Auror
Points: 2228
Snufflesmom says:
I understand the business end of things, but this series is sooo popular, why spend the extra money. It's a best seller with just the preorders
Posted Mar 14, 2007 at 10:34 AM EST
Student
Points: 229
silva_gabby says:
Im dieing to read this book..... tooo bad its the last book!!! :(
Posted Mar 14, 2007 at 10:53 AM EST
Head House Elf
Points: 2754
Dobby says:
I love scholastic. Hopefully I can see this whole knight bus thing.
Posted Mar 14, 2007 at 10:56 AM EST
Witch
Points: 718
Hedwig,express says:
This is so crazy. I can't wait utill the publication of the cover art. And i also can't wait until the online stuff comes out.
Posted Mar 14, 2007 at 11:19 AM EST
Order of Merlin, 2nd Class
Points: 1648
Scorpius Malfoy says:
It's becoming so real! I cannot believe it! I cannot wait until we get a page count and cover!
Posted Mar 14, 2007 at 11:26 AM EST
Auror
Points: 2555
Mystique says:
Oh why am I not living in the states????!!!!!
They don’t stuff like that here in Trinidad ?
I think on the whole it’s a very good campaign – but honestly, is it needed? Do they really need to market the book like this? I think there’s enough demand for it already.
Posted Mar 14, 2007 at 11:35 AM EST
Keeper of Harry's Fate
Points: 8785
TheOneWhoMustBeNamed says:
Let the fun begin. It is so hard to believe that it is almost here. We have just over 4 months to go and then all the final answers will be known. What great fun.
Posted Mar 14, 2007 at 11:35 AM EST
Wizard
Points: 683
Gryffindor's prefect says:
I can't believe that the final book is fially going to be published. This is soo cool. I remember the day I got addicted to Harry Potter....Best day in my life!!
Posted Mar 14, 2007 at 11:39 AM EST
Goddess of the Moon
Points: 10664
dee_dee says:
I can't wait to read the book.. does that mean that we will get cover art on 2nd of June? I really hope we get it sooner...
Posted Mar 14, 2007 at 11:42 AM EST
Professor of Astronomy
Points: 3288
Prof Aurora Sinistra says:
That's awesome! It should be really fun to get involved with all the publicity stuff. I mean, this will be a once in a lifetime event for some of us. However, many will have mixed feelings as I do about the end of the series. It will be interesting.
Posted Mar 14, 2007 at 11:43 AM EST
Witch
Points: 822
Barbarian Black says:
Millions of tattoos and we'll see the cover art by April. This is awesome!!
Posted Mar 14, 2007 at 11:45 AM EST
Order of Merlin, 4th Class
Points: 1280
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
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