Harlequin begins North American campaign
Book publisher Harlequin has begun a new North American brand campaign called “That Harlequin Feeling.” Developed by Round of Toronto, the campaign is intended to attract new readers to the company’s line of romance fiction. According to the company, it is also intended to counter “outdated perceptions of the brand.” This Harlequin’s first campaign since retaining Round as its agency last September. The new brand strategy and launch campaign were developed in association with Insignia Research.
“We have an exciting opportunity ahead of us and it all begins with this campaign,” said Merjane Schoueri, marketing vice-president at Harlequin. “It sets the stage for exciting new business initiatives coming in the months ahead. It’s very important to show new fans of romance fiction how our readers feel about Harlequin. Round captured exactly how special the brand makes our readers feel.”