Maggie O’Farrell’s Hamnet won the Women’s Prize for Fiction in 2020. Headline’s 18 month long marketing campaign for it now moves on to a ‘living billboard’ in London, in which the title is spelled out in a display of carnations, chrysanthemums, roses and hydrangeas. (The billboard will be watered regularly, in case you’re asking.)
The floral display doesn’t have any special significance to the novel that I can think of, but it is eye-catching and somehow tunes in well to the current zeitgeist – isn’t an uplifting public display of flowers in a relentless urban environment just what we need? It’s been working well at attracting attention and reminding passers by that the book is out there.
See the Hamnet billboard on The Bookseller’s twitter page
Quirky marketing will always get noticed, and is not restricted either to trade publishing or to those with big budgets. Excellent marketing on the cheap is at the heart of our Impressive Marketing Plans workshop.