Random House looks to online campaign

A new graphic novel published by Random House is to receive the backing of an online advertising campaign, the company has revealed.

Visitors to the publication’s own specially created website are given the chance to win a hand-made version of the book with original artwork by artist Tommy Penton.

The novel, Tate to Tate, promises to give the reader a “familiar and bizarre” take on life in London spread across 20 unfolding storylines.

Roger Bratchell, marketing director at Random House, says: “This is a fantastic campaign using multiple touch points to help drive awareness.”

He adds that “the competition element is a great hook that will appeal to and engage our target audience with the book”.

In order to take part, visitors to the site must create their own vision of a walk along the River Thames and upload it for consideration.

Other recent promotions from Random House include the chance to enter a prize draw on the publisher’s website to win a copy of graphic novel Persepolis and its CD soundtrack.