Harlequin continues That Harlequin Feeling campaign
Book publisher Harlequin has begun a new phase of its “That Harlequin Feeling” campaign. The North American campaign, developed by Round of Toronto, began in the spring of 2020. It is intended to attract younger consumers to the romance fiction brand. The effort consists of digital materials, social media content and programmatic media purchases in the US and Canada.
“Through extensive consumer research in the US and Canada, we found that Harlequin books leave female readers with a very strong, yet somewhat intangible, positive feeling,” said Paul Riss, creative director at Round. “It’s a little different for every woman, so we called it ‘that Harlequin feeling.’ The new campaign highlights the wide range of emotions experienced when people read Harlequin books.”