Egmont planning Winnie the Pooh push

Samantha Loveday

By Samantha Loveday

September 2nd 2009 at 10:35AM
Egmont planning Winnie the Pooh push

Huge marketing drive to accompany the launch of first book sequel in over 80 years.

Egmont is to kick off an integrated marketing campaign to support the publication of Return to the Hundred Acre Wood - the first authorised Winnie the Pooh sequel to be published in over 80 years.

The book is due to be published on Monday October 5th.

The six-figure marketing push will include outdoor and online advertising, a micro-site, email blasts, PR, experiential marketing and point of sale activity.

The outdoor element will incorporate six-sheet advertising panels in 19 shopping centres across London and the South East, including Westfield, Bluewater, Brent Cross, Lakeside and Bentalls. The panels will be positioned close to relevant stores to drive immediate purchase.

The campaign will also feature over 100 Adrail poster sites located at key train stations and commuter routes travelling into London. There will also be posters at key London underground stations and over 200 escalator panels.

From the end of September, banner advertising will run across Timesonline, Mumsnet and iVillage, while the book launch itself will be supported by all key retailers including Waterstones, WH Smiths and Tesco. Marketing elements will include window placements, book pre-orders and inclusion in loyalty schemes, charts and TV advertising.

"We're extremely excited by the marketing campaign for Return to the Hundred Acre Wood," said Martyn Luke, head of marketing and brands at Egmont Publishing. "Bringing back the world's best loved bear is the culmination of months of careful planning and we're supporting the publication with one of our biggest ever marketing campaigns, using a variety of channels to raise awareness, create a buzz and drive sales."