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Bookshop windows bring Jones' debut historical novel to life in HoZ campaign
Head of Zeus has kicked off its campaign for Dan Jones’ “gripping” debut historical novel Essex Dogs with a series of character murals painted on to eight bookshop windows.
Temporary paintings by Ash Fields from Our Tiny Windows are already in place at Maldon Books, Waterstones Norwich and Topping & Company in Edinburgh.
Over the next two weeks more murals will appear at Booka Bookshop in Oswestry, Waterstones stores in Canterbury, Chelmsford and Brentwood and finally Goldsboro in Covent Garden. When taken together, the murals form part of a wider battle scene.
Essex Dogs is the first book in a new trilogy set during the Hundred Years War and follows a tight-knit group of archers fighting in the 1346 Crécy campaign in medieval France. It will be published on 15th September.
Laura Palmer, publisher at Head of Zeus, said: “I couldn’t be happier with this innovative, gorgeous campaign which centres Dan’s exceptional characters and celebrates the regional UK bookshops who are so crucial to the health of our industry. All credit to the Head of Zeus sales and marketing team for seeing that when it comes to advertising power, bookshops are the new buses.”
The images will also be used more widely in the campaign across social media to introduce the characters in the book and on specially created bookmarks which will be available to stores nationwide.
Alongside the window campaign there will be an extensive digital marketing campaign across social media and retailer sites using static and animated images. Specialist independent bookseller Broken Binding has created a sprayed-edge special limited edition. Jones will be heading off on a UK-wide book tour from 5th September, starting at Topping & Company in Edinburgh. He is also releasing a documentary series linked to the book on History Hit and a podcast.
Jones said: “I didn’t think I could have any more fun than creating the 10 hard-bitten medieval characters who drive the story of Essex Dogs. I was wrong. Working with the insanely talented Ash Fields on bringing the Dogs alive on bookshop windows across the UK has been one of the most exciting creative collaborations of my career.
“This project is exactly why I’ve been publishing books with Head of Zeus for nearly a decade and why I’m so glad they have backed me in my move into historical fiction. Year after year, Head of Zeus lead the way in innovative campaigns which draw together editorial, marketing, publicity and sales and work seamlessly across media and platforms.”
The audiobook of Essex Dogs is also being released on 15th September by W F Howes, with “The Crown” star Ben Miles narrating. Miles has previously narrated Hilary Mantel’s Booker winner Wolf Hall (Fourth Estate) alongside books by Ben Elton, Nick Hornby, and Michael Morpurgo.
Habiba Sacranie, acquisitions editor at W F Howes, said: “Having witnessed Ben’s stunning narration skills being unleashed on the Wolf Hall trilogy, we were very keen to get him back in the studio again. Narrating historical fiction requires a special skillset and Ben’s historical knowledge, character development, conveyance of emotion, and sharp delivery make him the perfect match for Essex Dogs. A firm audio fan favourite, we’re excited to see how listeners respond to his narration of this fantastic Dan Jones debut.”
