Transworld unveils major campaign for Jacqueline Wilson’s Think Again

Transworld has unveiled a major campaign to support Jacqueline Wilson’s Think Again, an adult novel which revisits the characters of her Girls series.

Publishing on 12th September 2024 as Bantam’s lead debut, the publisher’s overarching strategy is to “tap into fan nostalgia and foster a sense of community around both Jacqueline and her books by reaching readers who grew up reading them.”

Following the announcement in March, an “industry-first” documentary in collaboration with Cosmopolitan—which saw Wilson surprising superfans by revealing the cover of the book—was released in June. So far, more than 130 bookshops have requested POS to display, and for two weeks in September there will be a stunt installation running in Waterstones’ Deansgate store replicating the 2000’s nostalgia photo booth from this year’s British Book Awards.

The publisher says further activity still to come will lean into fan nostalgia, with “Jacqueline Wilson Raised Me” merchandise and totes available exclusively from select Waterstones stores. The publisher is also running a pre-order competition with a bespoke portrait from children’s illustrator Nick Sharratt as a prize.

Furthermore, the advertising package will include extensive digital advertising, podcast adverts and tannoy adverts in major supermarket chains, plus partnership activity with Molby The Label, Papier, National Book Tokens and Love of Huns. Influencer mailings will also form part of the campaign.

On the publicity front, the Sunday Times Culture will be running an exclusive interview with Wilson the weekend before publication, followed by interviews across outlets such as Woman & Home, Good Housekeeping, i Paper, BBC News and more. The publisher has also secured a digital cover with Stylist Magazine which includes multiple online features and an appearance at Stylist Live in November.

An exclusive partnership with Cosmopolitan will see the outlet hosting the first online extract of Think Again, and national radio and broadcast appearances on BBC Radio 4 Front Row, BBC Breakfast and BBC Radio 6 Music have been confirmed. The national book tour starts the week commencing 9th September and includes dates in Bath, Manchester, Edinburgh and London.

Gary Deane, Waterstones event coordinator, said: “We are delighted to be partnering with Transworld to host Jacqueline Wilson’s launch events for the release of Think Again. I know first-hand that ticket holders will experience something truly special in being able to listen to Jacqueline talk about her career and return to the characters in her beloved Girls series.”

Wilson said: “I’ve always wanted to revisit the lives of those three teenage girls, Ellie, Magda and Nadine, and had a wonderful time writing my adult book about them, Think Again. Everyone at Transworld has been so supportive, inventive and determined to make it a success. I have been amazed at the response by my very special fans, and am so grateful.”