Harper Collins sows intrigue handing out 20s-style newspaper containing first chapters of new Poirot novel
Harper Collins is giving away the first few chapters of the latest Poirot novel on the streets of London in the form of authentic old-school newspapers to get commuters excited about the murder mystery.
In a bid to get commuters to 'read all about it', 10,000 newspaper mock-ups featuring extracts from Hercule Poirot mystery 'The Monogram Murders' and old-time ads are to be distributed throughout the capital.
The campaign by HarperCollins and creative agency Ralph looks to generate buzz around the launch of the Monogram Murders, a signed off continuation of Agatha Christie’s Poirot character by Sophie Hannah.
Hilary Strong, managing director of Agatha Christie, said: ‘Sophie’s brilliant imagining of Agatha Christie’s most beloved and complex character Hercule Poirot forms part of Agatha Christie’s ambition to bring Christie’s stories to a brand new audience in this, her 125th anniversary year.”
Chris Stack, creative director at Ralph, said: ‘We really liked the idea of using sample chapters as a way to get people hooked on the gripping detective novel – and grabbing a free newspaper is pretty much a reflex action for London commuters.
“1929 was all about newsprint, the year before radio news really took off, so producing a free newspaper was the perfect creative solution to keep all our activity in the Poirot world."
The limited edition newspaper will be distributed from Oxford Street, King's Cross, Euston, London Bridge and Liverpool Street from 4pm-7.30pm on 21 May.
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