Vintage launches campaign for paperback of McEwan's Lessons, with pianist at St Pancras

Vintage launched its campaign for Ian McEwan’s paperback of Lessons this week, including a pianist at St Pancras station as well as newspaper and radio interviews and live events. 

The pianist has been playing all week inspired by the music in the novel. Vintage partnered with the adjacent Hatchards which has been selling signed copies of the book. 

McEwan arrived on Wednesday, on his 75th birthday, and bumped into Australian comedian and lyricist Tim Minchin. 

There has also been a six-page interview in the Telegraph Magazine and a feature in the Times written by John Self about McEwans’s work. Saturday also saw a 42-minute McEwan interview on Radio 4’s "This Cultural Life" with John Wilson. 

There were events at The Haymarket Theatre in Basingstoke on Tuesday (20th) and at the Yvonne Arnaud Theatre in Guildford Thursday (22nd), and an event is planned for the Edinburgh Book Festival in August. 

The launch is also supported by outdoor advertising across National Rail and the Tube, Classic FM radio advertising, a Guardian ad package across its website, plus point-of-sale packs with retailers, including bookmarks and posters. 

Rose Poole, Vintage acting head of marketing, said: “Taking over the Elton John piano at St Pancras International felt like the most joyful, special way to mark the paperback publication of Lessons. We are so grateful to the teams at Hatchards and St Pancras for helping us bring this to life — and of course to Max Barely, the very talented pianist.”