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Paula Hawkins' next thriller takes over Tate Modern, National Gallery and London Planetarium
The cover of Paula Hawkins’ upcoming thriller, The Blue Hour (Doubleday), was projected across three major London landmarks including the Tate Modern’s iconic 99-metre chimney and inside the gallery itself.
The Transworld imprint launched the campaign for the art world-set thriller with images of the cover projected across central London venues on Tuesday evening (25th June).
The jacket image for the novel—about a famous sculpture which contains human remains—was created by Transworld designer Richard Shailer.
"Last night as a heat wave hit London the Tate Modern, The London Planetarium and the National Gallery shimmered blue with a cool piece of artwork, courtesy of the creative team at Transworld," the publisher said.
"To position The Blue Hour as the must-read book of the autumn, the team are devising a standout, multi-tiered campaign, including a cover reveal like no other... London turned blue."
Projections of the cover appeared on The Tate Modern—the opening of the book features a sculpture on display in the gallery—as well as the London Planetarium and the National Gallery. Pictures of the projections, as well as mock ups of the book on display in the Tate Modern and an animation is being posted online on Wednesday morning (26th June).
Transworld added: "This moment will see the campaign kick into the next gear, with exciting plans in motion including a unique bookshop takeover and immersive experience at the Theakston’s Crime Festival in Harrogate in July, proof drops and influencer mail outs over the summer."
This will be followed by "an ambitious and statement launch campaign featuring outdoor, AV and digital advertising, a comprehensive author tour with major festivals and events, extensive national media coverage and experiential activity to make sure the book is unmissable throughout the autumn," the publisher added.
The Blue Hour will be published on 10th October 2024.
