Penguin Canada promotes new Hosseini novel
By Adnews Staff
Toronto-based book publisher Penguin Canada has begun a marketing campaign promoting its release of a new novel by Khaled Hosseini called And the Mountains Echoed. The campaign, developed by Dare, is based on a website called The Echo Project, located at <http://www.echoproject.ca>. The site will host a collection of 402 interpretations of the novel, one for each page of the book. The material will be contributed by fans, booksellers, artists, writers and the author over a period of several months. The site will be supported with a national advertising campaign. "Discoverability is always top of mind for us when marketing our books," said Beth Lockley, vice-president of marketing and publicity at Penguin Canada. "How we can help readers discover their next favourite read, and then how can we give them a reason to talk about it? Engaging Dare as a partner has helped us to go beyond the bread-and-butter approach usually reserved for book marketing. We're creating a unique reader experience that our partners and retailers are excited about and will ultimately build word of mouth."