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Piatkus brings Bridgerton to life in Waterstones campaign as new series drops
Piatkus has embarked on an extensive Bridgerton PR and marketing campaign to coincide with the release of season two of the Netflix series.
The TV tie-in edition of the novel on which the new series is based, The Viscount who Loved Me by Julia Quinn, published on 22nd March, is a particular focus of the campaign. To date, Piatkus says it has sold more than one million copies of the Bridgerton books.
A full-scale collaboration with Watersones has been launched involving window takeovers and in-store installations, designed by creative agency A Taste of Space, at the flagship Piccadilly store and in Waterstones Bath.
Piatkus’ marketing team have worked closely with Netflix to collaborate on their existing brand partnerships. Bespoke point-of-sale has been made available to all stores nationwide with the packs including large scale decals of Queen Charlotte and this season’s heartthrob, Anthony Bridgerton, double-sided posters and a suite of bookmark designs.
The collaboration also incorporated a fan and stock signing next to the installation at Waterstones Piccadilly with author Quinn. The publicity campaign for the new edition has also been extensive, with interviews and slot opportunities across the national press, including the Sunday Times, Daily Mail, Daily Express and Grazia.
Annie Martin, visual manager at Waterstones, said: “It’s been a pleasure to work with Emily, Brionee and the Little, Brown team on our beautiful, showstopping Bridgerton windows and in-store installations in our flagship shop on Piccadilly and our shop in Bath—a key filming location for the series.
“We are obsessed with all things Bridgerton and to bring the world to life in our shops is a dream. Our customers are already enjoying taking selfies and photos in the beautiful floral arbour. The whole project has been a wonderful experience from start to finish, the cherry on the cake being a visit from Julia Quinn herself."
Anna Boatman, publisher of PCR Fiction, added: “Julia Quinn’s books have been loved by romance readers for years but seeing millions of new fans discovering her writing thanks to the Netflix show has been exceptionally rewarding. It’s been a true delight to see such well-deserved recognition of a fantastic author."
Piatkus recently announced that it will be publishing The Making of Bridgerton: The official ride from script to screen by the show’s executive producers Shonda Rhimes and Betsy Beers on 25th October 2022.
