by Patricia Cornwell
DIGITAL: USAToday.com, WSJ.com, NPR.org, targeted display ads
PRINT: The New York Times, USA Today, BookPage, The Advocate
OUT-OF-HOME: Times Square and Los Angeles billboards; Boston MBTA subway posters; New York, Boston, and Atlanta airport dioramas
TV: Network television :30 spot
CLIENT: Penguin Random House
Patricia Cornwell is the world’s #1 bestselling crime writer with more than 100 million books sold. I’ve had the privilege to art direct several large-scale marketing campaigns for her Scarpetta novels. For Red Mist, a full 360º campaign was planned to include billboards, TV spots, digital display and print ads.
The out-of-home component featured a five-story tall Times Square billboard as well as subway and airport posters showcasing the author and her latest novel. I designed full-page newsprint ads for the New York Times and USA Today. Collaborating with a production company, a :30 second video was created for network television and digital display ads.
After a substantial ad campaign, Red Mist became an instant #1 New York Times bestseller and spent five weeks on the Hardcover Fiction bestseller list.