The campaign will take in outdoor and online advertising, a microsite and digital activity together with experiential marketing. The focus of the outdoor marketing will be on shopping malls across London and the South East, including Westfield, Bluewater and Brent Cross to drive footfall into booksellers such as Waterstones and WH Smith.
There will also be more than 100 Adrail poster sites located at key train stations and commuter routes travelling into London as well as cross-track posters at key London underground stations and on escalator panels.
Head of marketing and brands at Egmont, Martyn Luke, says: “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.”
Egmont is embracing digital for the launch with a bespoke microsite. Banner advertising will run on key destinations for mothers, including iVillage and mumsnet.
Return to the Hundred Acre Wood, by David Bendictus, continues the story of Christopher Robin and Winnie-the-Pooh and is published on 5 October. The last official book was AA Milne’s The House At Pooh Corner. Winnie-the-Pooh was first published in 1926.
Agency AKA managed the outdoor campaign while World Archipelago designed the website.