Picador reveals major publicity campaign for Burton's The Confession

Picador has announced details of a publicity blitz for new Jessie Burton novel The Confession as its September release approaches.

Pan Mac says it is planning a major marketing campaign for her third novel, out on 19th September. Burton’s hit debut The Miniaturist sold 560,926 UK copies across all editions, including a TV tie-in, while second book The Muse racked up sales of 246,205, according to Nielsen data.

The Confession, set between the Hampstead townhouses of contemporary London and glamorous 1980s LA, is billed as a "luminous, powerful and deeply moving book about secrets and storytelling, motherhood and friendship, and how we lose and find ourselves”.

A pre-order campaign has already begun at Waterstones, with the book chain offering readers the chance to win a three-night trip to New York for two when they buy an exclusive signed special edition.

Events are also planned at indies including one hosted by Elizabeth Day at Foyles Charing Cross Road on 17th September, a discussion with Laura Purcell at ebb & flo in Chorley the day before, a visit to Waterstones Edinburgh, two events at Cheltenham Literature Festival and an appearance with Sam Baker at Topping & Co on 7th October.

Publication will also be backed by large-format Tube advertising alongside a paid digital campaign.

The publisher said: “The rich and decorative cover artwork is key to the campaign, and a focus in the coming month will be using Jessie Burton, Picador and Pan Macmillan's social media channels to tell the design story of the creation of the book, engaging consumers with the early illustrations, the endpapers and the final creations including multiple special editions.”

Burton will also make a string of media appearances, featuring on Graham Norton’s Radio 2 show, the Simon Mayo Book Club Show and Front Row. The book is also scheduled for Radio 4’s Book at Bedtime in October, while its author will be interviewed by a host of national press titles.

Earlier this month, it was revealed “Avengers: Endgame” actor Hayley Atwell will narrate the audiobook for The Confession.

Picador acquired UK & Commonwealth rights for The Confession from Juliet Mushens at Caskie Mushens in a 2017 two-book deal. It is currently scheduled to publish in 11 countries.