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Scholastic unveils marketing campaign for DH
Early this morning, Scholastic announced "There Will Soon Be 7," a multi-million dollar marketing campaign for the seventh and final book. Deathly Hallows will hit shelves on July 21st, with a record-breaking print run of 12 million copies, breaking the previous record set by Half-Blood Prince (10.8m).
"There Will Soon Be 7" launches on April 17th and includes the following:
"There Will Soon Be 7" launches on April 17th and includes the following:
- 7 Questions of Harry Potter campaign - Beginning on April 17 and ending on July 7, 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.
- 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 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 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 seven questions as each is released. Between June 2nd and July 7th, "There Will Soon Be 7" countdown standees (a five-foot corrugated promotional piece featuring Harry Potter and the Deathly Hallows cover art and a countdown to July 21st feature) will land in retail accounts and libraries. And finally, to celebrate the big day, Scholastic will distribute numerous tattoos for giveaways at what is sure to be a record number of Harry Potter midnight parties.
- www.scholastic.com/harrypotter - 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 the following:
- Shrieking Shack Poll - This will invite fans to vote for their favorite answer to each of the seven 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 seven words or less, and all can vote for their favorite.
- Knight Bus Tour Tracker - On June 1st, 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 in their 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.
You can see the full press release here.
Posted by Ben on Mar 14th |
134 Comments
Visitor Comments
DOES ANYONE KNOW WHATS UP WITH THE DH COVER CONTEST?
I disagree with those of you saying its too much. yes, we know its partly for the money, but really, its the last book, and you want it to go out with a bang, right? so their giving that to you. i think its a pretty cool idea, but in the end, all i care about is that book, just like everyone else. but in the meantime, why not make it one huge party? Heart, Heir
that sounds so exciting anouncements already being made about dh makes it feel so much closer rather then so far away , im soooo happy .
OH MY GOD I AM SO EXCITED I CANNOT EVEN! *flail*
Mr. Prongs agrees with Mr. Moony and would like to add that Professor Snape is an ugly git. Marauder's Map Prisoner of Azkaban, Chapter 14, Page 287 man i love this quote oh and im going to as many midnight parties as i can and going to the midnight preview of ootp, im so freakin excited .
they should advertise for it with the prophecy the last line is perfect Dark Lord will be born as the SEVENTH MONTH DIES... its perfect because the book comes out as the seventh month dies
i honestly think that's a really lame slogan. come they can do better. but the question thing is cool. although we've probably already discussed these questions.
Yeah, like "Deathly Hallows" even needs a marketing campaign! Anyway, it does sound like fun.
do you gus reliz that this means the cover art will be released before june 2, because they are going to have it on the count down standees. i think it will be released mid april, cause that is around 75 days before the release of the book. and the cover art for hbp was released 75 days before it came out.
there will soon be 7? yeah, and...? unless it's referring to horcruxes or something...that's not that great. i mean, it could be way worse. i don't care that much since it's a slogan created by scholastic...eh -tbf, tvrage.com
when are they going to put up the book cover finalists??? just tell us when so i dont have to check it 5 times a day! even though i do that anyway :)
MONEY IN THE BACK!!!! snape is gonna die!!!!!! which is good and bad....and of course voldyis gonna die haha wouldnt that suck if like in the end it looks like voldys gonna die and then all of a sudden harry does that would be horrible and like voldy would conquer all i know that wouldnt happen because its just obvious..... just wanted to share that!
Whoa! So much publicity for it and I love it! Just makes me so much more excited for the book (even though I know this is probably all just for them to make money out of it). But at least it makes me a little less sad that it's ending and makes me concentrate on the amazingness that having this book in my hand is going to be like. =D
im still sad its ending though even though this is going to be one heckuva book , JK write another plz, just jokeing i know she wont , such is life .
But when will we see a cover?
lol i agree with greek!! but seems cute!! but u no with the price of the book i prob cant afford the other things!! lol!! but yay some actual DH news!!! lyl lyl
we will most likley see the book cover mid april, but for absolute sure before the second of june.
So it is a lot of hype, but I LOVE it! I hope they make T-shirts too because that would be amazing.
Great! Now when do we get the cover art??
@Quantummilkshake read the previous posts. you only have to read the previous 3
WHOOOOOOOOOOOOOOOOOOOOOOO OOOO! THAT'S AWESOME THEN!!!!! COVER ART=LESS THAN A MONTH *DIES*
Oh man, please Bloomsbury, do something as awesome as this. I will give you my sister - you can sell her into slavery or whatever, you know? Just please... this would be amazing. I wonder what Jo's doing for the release this time? *hopes for another Magic at Midnight thingy*
MIDNIGHT PARTY
sounds rad.
Not to dampen any spirits here...but I really couldn't care any less. But I suppose that the fact that I live in India could lead to that. Anyway...I'm just really really really really really really really really excited. About the book. That is it.
i agree with you fanaticallyobsessed...... .dying for the book!!! not so much the 'living-in-india-and-not- being-able-to-do-anything -cool-harry-potter-relate d' but glad that its not coming out earlier cuz i've got boards and then other exams and so would'nt be able to read it if it came out any earlier!
News sites are finally starting to pick up the theatrical trailer description!!! finally! its on the snitch for those of you who still havent seen it....
Woo-hoo! Merchandising spree!
I think it sounds cool, though I kindof wish they'd not release the cover of the book until it comes out you know? I'd like to be surprised when I pick up my copy
This doesnt necessarily mean the cover arts done and some are suggesting-they have decided their intial print will be 12 million-but i wonder when the printing will begin!? Anyway even a word count/chapter amount etc would be sooo good right now!!
Let's see... I know you are US-based but, would it really hurt so much to talk about Bloomsbury every once in a while? They published the books in the first place, you know. I'm lucky to have Harrylatino, you see, because you are proving to be a bit... well... biased... on top of revenue-focused... you can have pre-teens drooling, but we grown-ups know a business when we see one... Oh, I feel a ban coming on! La di da...
but where is the knight bus going to be stopping are we gonna know in advance or what i want to go i really dont care how much they're milking this ive been waiting for this since i was in sixth grade
Possible SPOILER! Hello everybody, a huge book distributor in Germany http:www.weltbild.de already publishes the number of pages of the UK edition of HPDH. LINK: http://www.weltbild.de/su che.php?PUBLICAID...amp;x =0&y=0 A buddy of mine already wrote to the distributor and asked if the number of pages are correct. The distributor answered that they got the acknowledgement from BLOOMSBURY´s German branch office in Berlin. LINK: http://ww w.berlinverlag.de/verlage /verla.....rint=&cat=0 According to the source of information the BRITISH edition will contain: SPOILER 700 pages. Even it sounds very reliable it could be wrong anyway. But I want you to let you know that Weltbild already 4 weeks before the exact date of the publishing of HPDH were announced claimed it will be released in mid of JUly 2007. Which was quite right. Best regards.
YAY cant wait to see him in front of the tv and going to hogwrats again when the book comes out TOOT TOOT. (or however a train goes) lol.
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