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Marketing Stephen King

Evening Standard horrifies London with IT balloon stunt


By John Glenday, Reporter

September 6, 2019 | 2 min read

ESI Media’s Evening Standard newspaper is bringing Stephen King’s iconic Pennywise creation from Maine to London as part of a partnership with Warner Bros to mark the release of IT chapter 2.


Evening Standard brings clown terror to London with IT sequel balloon stunt

Playing its part to build anticipation, excitement, awareness – and terror, the paper has deployed a giant three meter red balloon to fly over London landmarks to bring film to life uncomfortably close to home.

As part of a broader campaign by PHD Media to raise awareness of the title across print, online and outdoor, the promotional push will include 14 8x4 sequential ads in the Standard’s print edition, a first for the paper.

Even the Standard’s ubiquitous street vendors have been asked to get into the spirit of things by wearing ‘Losers Club’ t-shirts and handing out branded badges alongside copies of the title, with smaller balloons floating above 13 key city locations.

Images of red balloons have also been secreted away in a series of social media posts, encouraging audiences to join the hunt as part of a teaser campaign.

A mystery clown has previously terrorised Northampton after going viral on Facebook.

Marketing Stephen King

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