The Macmillan promotion for the Nurture Rights books took to 84 double-decker buses in the capital city throughout July.
Nurture Rights is celebrating a successful promotional campaign for its headline property Dinosaur Roar, following an advertising campaign that saw the show's colourful characters adorning double-decker buses around London throughout July.
Macmillan Children's Books launched its publishing programme for The World of Dinosaur Roar! with a major investment in an extensive advertising campaign on a large number of London buses, showcasing the first four titles in the series of The World of Dinosaur Roar books: Dinosaur Roar! The Tyrannosaurus rex, Dinosaur Boo! The Deinonychus, Dinosaur Stomp! The Triceratops and Dinosaur Munch! The Diplodocus.
Each of the four advertisements occupied the side of a double-decker and included the name of the book and series, a gigantic picture of the book’s star and a guide to the pronunciation of that dinosaur’s name.
The campaign boasted extensive reach, featuring large drop sections equal in size to a six sheet poster, using vertical as well as horizontal messaging — boasted 4.4 million impacts.
“Interest in The World of Dinosaur Roar!is already strong but this major investment by Macmillan into some unmissable advertisements will inspire even greater enthusiasm for the brand among kids and parents," said Nick Barrington, MD, Nurture Rights.
"Of course, some of the stars of the series were themselves the height of a double-decker, so the buses are appropriate vehicles for an advertising campaign — in more ways than one!”