HarperCollins recruits kid sleuths to solve Lemony Snicket mystery on-line
The twelfth installment of the Lemony Snicket Series of Unfortunate Events books will hit retail shelves on October 18, but HarperCollins appears to have lost its title and its protagonist. At least that’s the marketing tactic the publisher is using to ramp up anticipation amongst the franchise’s many young fans, who’ve bought more than 40 million copies worldwide. In a two-month web promo supported by ads in magazines and a direct e-mail outreach effort, kids have been entreated to jump on-line (www.thenamelessnovel.com) and help unlock daily clues about the missing scribe and title by deciphering codes and solving puzzles. Enough evidence will eventually be revealed to piece together a page from the book, its cover, and finally, its title.
Loews Hotel and Fisher-Price ease family life on the road
Building on an ongoing partnership with Royal Caribbean Cruise Lines, Fisher-Price’s marketing team continues to ramp up efforts to connect its brands with traveling families. The latest cog in this strategy will see the toyco run baby and toddler classes in the 18 North American hotels and resorts owned by Loews. The sessions will be hosted by trained instructors who lead parents and children up to 36 months through storytelling, creative arts and music activities.
The partnership then expands in November, when Loews will start giving all guests under 10 a Fisher-Price welcome gift when they check in, as well as making additional toys available for loan. Loews hotels also plans to sell branded FP getaway gear such as the Aquarium Take-Along Swing and the Royal Potty (for toddlers in training) in its gift stores.