Scholastic Announces Details of Harry Potter Marketing Campaign

Harry Potter and the Half-Blood Prince Agreement Deadline Friday

On Wednesday, March 30, Scholastic announced that J.K. Rowling's Harry Potter and the Half-Blood Prince will break U.S. publishing records, with a first printing of 10.8 million copies. To support the title's July 16 release, Scholastic also announced a multi-million dollar marketing campaign to begin April 7, marking the "100 Day Countdown to Harry."

Scholastic's marketing campaign's theme -- "Who Will Be the Half-Blood Prince?" -- will be featured in video spots on airplanes and electronic billboards, including New York City's Times Square Billboard, in radio spots, and in Web and print advertising nationwide. In addition, the New York Times on Sunday, July 10, will feature a unique Harry Potter crossword puzzle.

In March, as part of its "While You Are Waiting for Harry Potter" countdown, Scholastic sent retailers nationwide oversized bookmarks and brochures featuring Harry Potter and the Half-Blood Prince on one side and other Scholastic fantasy titles on the reverse side. (Watch next week for ABA's very own list of "What to Read While Waiting for Harry Potter," based on the recommendations of independent booksellers nationwide.)

Scholastic also described plans to ship Harry Potter and the Half-Blood Prince displays to retailers across the country in May, and the publisher plans to provide temporary lightning-bolt tattoos to hand out to fans at midnight parties. Online at www.scholastic.com, Scholastic will features a "100 Days Until Harry" downloadable countdown clock, interactive games, and information on Potter parties.

To qualify for delivery of Harry Potter and the Half-Blood Prince before the July 16 on-sale date, retailers must return Scholastic's "Harry Potter and the Half-Blood Prince Agreement" and its "On-Sale Date Policy Contract" by Friday, April 1. Complete details and downloadable forms are available at www.scholastic.com/custsupport/booksellers/harrypotter.htm.

Watch BTW for ongoing coverage of Harry Potter events and marketing opportunities.