Galleys will be available from November 2019.
Advanced reading copies available to bloggers, bookstagrammers and booktubers. Two simple colourways/ styles - one with fur background and one forest so the proofs become a talking point - and then do a cover reveal. Mailing for both traditional and online media - including trade journals, newspapers, magazines, websites, zones, literary blogs, magazines and newspapers. Include outlets that are more niche but bear relevance to the book’s themes - National Geographic, Orion Magazine, Francophiles, conservation and wildlife charities etc. Men’s magazines.
Social media campaign - build anticipation early - create media around great quotes (from the book and from French press) to share on twitter, Instagram, and Facebook before a proper reveal. Create animations to share on social media - wolf’s eyes emerging from darkness, a sinister forest with mist rising etc. Creating engaging and aesthetically minded POS to create a PR kit for influencers - everything recyclable to highlight environmental awareness. Create giveaways on all platforms. Organise an Instagram takeover on publication day.
Push bookseller involvement - create window and tillpoint POS. Forest scenes and dog silhouettes, paw prints to stick on the floor. Decorate our own Belgravia bookshop window with actual fallen pieces of evergreen tree and share to encourage others to create their own 3D window. Offer a mailing to booksellers periodically leading up to release and keep tabs on shops with fans to encourage windows, displays and hand-selling.
Work with conservation programs (eg. Reading Wolf Conservation Trust or Shropshire sanctuary) for mutual promotion and to highlight the novel’s environmental relevance. Share animals on social media along with the book (ideal for the wolves at sanctuaries who are all named) Possibly invite a small group of booktubers (Mercedes as a ‘lead’ attendee - studied conservation and is very passionate about it) to meet the wolves as part of a promotion. Could sponsor a wolf as part of it.
Target reading groups: discussion points include meat, vegetarianism, the role of animals in warfare, the role of women during WW1, reliance on modern technology, the appeal and threat of isolation and wilderness.
Awards targets: Man Booker International Edward Stanford Specsavers INTL Book of the Year Republic of Consciousness Prize French-American Prize Oxford-Weidenfeld Prize Scott Moncrieff Prize IBW Thriller Awards
